Communications/Copy Testing
Whether testing a single ad or multiple ads, or differing degrees of finish from white boards through finished ads, we can typically ascertain the ads that offer the best chance for success (and which most likely fall short), including using monadic presentation of the names when feasible. We utilize questions that have been shown to be key drivers of future success, as well as good measures of differentiation.
Business Needs
Need to evaluate multiple communications (regardless of stage of finish), in order to narrow down the number of viable ads prior to more in-depth testing.
or
Time and budget constraints do not allow for a full quantitative evaluation of each; however, you would still prefer to have the ability to project findings across a representative sample rather than relying solely on focus groups or other qualitative research methodology.
Example Questions
- What was your overall impression of the ad?
- Based on the ad, how likely are you to purchase the product?
- Based on the ad, how likely are you to consider the brand in the future?
- Based on the ad, do you feel more positive or negative towards the brand?
- Is the ad perceived to be confusing, engaging, believable, etc.?
- How does the ad rate on key attributes?
- Based on the ad, how does the image you associate with the brand fit with your own self-image?
