CONCEPT TEST

Concept_Test is the research product for advertisers who need to select an advertising concept(s), from a range of concepts. It will show which ad(s) are working best and how they are working. The reports provide guidance on changes that may be required (ie to improve the branding, or remove some confusing language).

This test is more reliable than standard focus groups as it concentrates on gaining individuals’ responses to the campaign rather than group thought. It provides quantitative findings with qualitative comments rather than just qualitative output.

This testing tool can be conducted in a number of different ways.

Target respondents for a campaign are recruited by telephone and asked to attend a session. These are run either on our premises:

1.
  1. for theatre test which has the benefit of allowing a large scale test to be run quite quickly, individual response still achieved through a questionnaire;

  3. small groups - allow for mix of individual response and some discussion if earlier in the development process of a campaign; or

  5. in a computer pool where respondents see the ads on line and complete electronic questionnaires - this emulates the viewing situation more closely but requires ads in digital format. This is ideal for testing international ads and determining what changes may be required.
or

2.  At another suitable location, which can include the respondent's home or place of work.

The standardised ad testing tool Concept_Test, is tailored to consider the individual objectives of the campaign, by researchers who have solid marketing expertise and understand how advertising works.

The Concept_Test is administered in a number of stages (before the campaign is presented (to gather information related to brand usage), and after each ad or concept is presented). It includes scales, that measure liking, relevance, and other drivers of ad effectiveness. These are supplemented by open-ended questions that ask respondents their thoughts and feelings about the campaign. Respondents are also asked about the message they take from the communication to ensure that they interpret it in the intended manner. Overall, the information gives great insight into how respondents are responding to the campaign.

Concept_Test is administered to appropriate numbers of target respondents to ensure that the results can be used to generalise about the population of interest. This ensures that the most effective concept will be selected.

Concept_Test can be used for all types of marketing communication campaigns, including those for TV, radio, newspapers, magazines, brochures, posters or any combination. The testing can be can be administered at any stage of development from storyboard to the final product.

We then make a recommendation on the best concept(s) to use for the target audience as well as recommendations on changes that are likely to improve understanding, liking or memory of the campaign.

For further information on any aspect of Advertising Concept Research, please click here.