Ad and Concept Testing
Brand marketers and ad agencies use our Buzz Insight service to
bring an objective view to their Creative and Media decision
making.
Early in the Creative process we may show online respondents
storyboards or early stage executions with voiceovers.
As final material is available, we may test different executions
to see which ones are the most persuasive.
Thanks to the speed of our turnaround, we run awareness and main
message trackers so that media campaigns can be adjusted on the fly
as media objectives are reached.
Most of our ad and concept tests use small, tightly defined
samples to keep costs down and are turned around in 2 to 4
days.
In a recent example we worked with a very small online sample,
and simply showed 200 people in the target market four magazine ad
'roughs' with different headlines. Survey respondents told us their
main message take out in their own words, and in the final question
were asked which of the four best communicated the target
message.
This survey was briefed on a Friday morning, sent out Friday
afternoon and the answers were available to our client when they
arrived at their desks on Monday morning.