This paper pleads for the introduction of complementary within-subject designs by illustrating the contrasts between the within-subject and between-subject research design. Within-subject studies are rarely used in experimental AVT cognition, reception and perception research, although they can increase statistical power due to the repeated testing and shed light on the idiosyncratic nature of the matter. The few experimental studies that are aimed at other audiences tend to have small sample sizes. The majority of these studies are between-subject studies, focused on subtitles for the deaf and hard of hearing (SDH).
In the past decade, cognitive empirical AVT research has been on the rise.