A consumer is exposed to around 15,000 commercial stimuli every day!
To capture and hold the attention of consumers who are over-solicited and often indifferent, the key challenge for advertising is, more than ever, to stand out!
Consumers are surrounded by an ever-growing number of screens and exposed to several thousand advertising messages every day. To ensure that an ad cuts through and performs effectively, advertisers have a full range of approaches available throughout the creative process, from the first outline of an advertising route through to final execution. Advertising pre-tests and post-tests are now fully embedded in marketing practices. But in use, conventional pre-testing can raise questions: can consumers really be asked to evaluate an ad so early in the process, before it has been finalized? And post-testing can leave advertisers wanting more: consumers cannot fully rationalize and explain why an ad did not work on them.
But in an age of transparency, whether imposed or controlled, how can we regain an authentic voice?
To support you in addressing your advertising performance challenges, we have developed exclusive hybrid approaches that go beyond declarative feedback. Our methods combine consumer interviews, to build on what people are able to say, with evaluations drawn from cognitive science, to assess what they are not able to say.
But in an age of transparency, whether imposed or controlled, how can we regain an authentic voice?
To support you in addressing your advertising performance challenges, we have developed exclusive hybrid approaches that go beyond declarative feedback. Our methods combine consumer interviews, to build on what people are able to say, with evaluations drawn from cognitive science, to assess what they are not able to say.
Advertising pre-test
We can get involved very early in the creative process, when action is most valuable but the material shown to the consumers being interviewed is still at its least developed. Our unique methodology overcomes the biases linked to the material being tested, whether storyboard or script, and provides you with precise recommendations to help you explore a new, more effective creative route.
Advertising post-test
Consumers can comment on the drivers of advertising effectiveness, but they cannot rationalize everything. For example, they cannot explain why they do not attribute the campaign to your brand. Our approach provides you with concrete insights to fully understand your ad’s performance and strengthen the effectiveness of future campaigns.
Your challenges
