Dials are an innovative research technique developed to register and analyse audience reaction to media in real time.
This takes full advantage of the latest advances in digital technology, software design and database management to produce the most incisive broadcast, advertising and political research and analysis.
They may be used for testing audio-video production at any stage of preparation from completed programmes and competitive commercial reels, to pilots and storyboards. The system is also widely used to evaluate how well a public speaker communicates his message.
This method uses hand-held dials that read and register the individual reactions of viewers or listeners in real time. The system instantaneously aggregates individual reactions and displays them to session observers. Both individual and groups reactions are displayed on graphs overlaid on the video material.