The most important goals for spot/video testing are: improve persuasion, enhance attractiveness, fit the needs, attract attention (eg, by offering benefits, logo, call to action).
Over the past month we have analyzed using neuromarketing techniques: several TV spots, two Key Visuals, the movie trailer. We’ve changed the format (frame composition) of the promotional spots, indicated areas for improving the movie trailer and pointed out obstacles for the user's journey on the website (usability).