Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.
How the process works
- Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
- Work with our Research Managers to design concept testing protocol per segment
- Use mindswarms remote video capture to gather participant reactions to concept desirability and willingness to pay across segments
Methods used
- Campaign messaging clarity and resonance check
- Campaign element evaluation
- Character likeability and relevance assessment
- Spot by spot breakdown of elements: personality, tone, music, tempo
- Future campaign ideation
Timing and cost
- Campaign Extension studies can take from 3 to 5 days or more to complete depending on study complexity
- Typical projects last 3 days and involves 15+participants
- Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
- Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
- Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)
Deliverable
15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).
All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences