Case studies

lumen client BT


  • Challenge: BT wanted to increase the visual impact of direct response print advertising
  • Approach: Multi-variant testing of DR print advertising amongst in-market customers, followed by quantitative questionnaire
  • Results: refined DR template, delivering strong results in market
We find Lumen’s eye tracking approach incredibly useful for getting under the skin of our DR performance, helping us to optimise and drive effectiveness.
— Tim Milwood, BT

Lumen client lidl

In Store

  • Challenge: Lidl wanted to assess relative impact of in store POS
  • Approach: Glasses-based study plus qualitative interviews
  • Results: Ranking of POS by stand out and engagement and evidence-based best practice guidelines to inform future development 
In-store eye tracking



  • Challenge: Action Aid wanted to understand which media formats performed most strongly to deliver attention and donations
  • Approach:  Multivariant testing on Lumen digital panel
  • Results: most impactful media formats identified and investment focussed accordingly

Lumen Research Client
Outputs from Eye-Tracking

Outputs from Eye-Tracking


  • Challenge: Good fund raising advertising needs to be attention-grabbing and emotive to be effective. The NSPCC wanted to understand what really drives attention  and donations

  • Approach: Facial coding combined with eye tracking on 2 cuts of NSPCC ad and another particularly effective charity ad

  • Results: The insights generated helped the NSPCC choose between two edits of their film with confidence and generate 'best practice principles' to inform development of future films.

    • The winning film has been one of the most effective fund raising NSPCC ad of the last 15 years. 

Outputs from Facial Coding

Outputs from Facial Coding