Get visceral and authentic reactions to new ad concepts

Advertising & Marketing

Get visceral and authentic reactions to new ad concepts

Evaluate resonance, relevance and overall impressions of new concepts, platforms, messages, headlines, and taglines.

How the process works

Identify concepts, segments and prepare testing materials (e.g. existing campaign, platform, characters, music etc) for participant feedback
Design concept testing protocol per segment
Use Fabric remote video capture to gather participant reactions to concept desirability and willingness to pay across segments
Use additional inquiry methods to delve deeper into relevant unmet needs surrounding concepts
Invite participant to brainstorm ideas (explain or sketch) new or improved concepts

Methods used

Concept review and desirability feedback
Concept sorting from most to least desired
Feature set and content category sorting and prioritization
Willingness to pay inquiry to identify perceived concept value
Participatory brainstorming to surface concept improvements and new concepts

Timing and cost

Studies can be set up in minutes and usually involve 15 or more participants. Videos, transcripts, and analysis through Fabric’s AI show up as soon as participants complete their surveys.
The “Bring Your Own Recruits” option starts at $50 per person. Each person you invite from your list answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes transcripts (machine & human for accuracy), and access to our sentiment and emotion based AI.
The “DIY + Recruit” option starts at $250 per person, and you create a study recruiting from our proprietary database of over 250,000 respondents. Each person answers up to 10 questions per study, yielding 10 x 1 minute video responses per person. Includes screening, transcription (human + machine for accuracy), and access to our proprietary sentiment and emotion based AI.

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 through Fabric’s AI, 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

Examples

A leading telco launched a new campaign platform, and was curious to understand (a) how the campaign resonated in the real world and (b) what could be done to it to extend its shelf life in the most meaningful ways to consumers. 30 consumers from across the country completed studies that linked them to the campaigns so they could provide their personal and genuine reactions to the platform, the individual ads, as well as the advertising elements (music, tone, characters and more).

The net result was that the client learned the platform was indeed resonant, but there were disconnects when the platform connected to generic product offerings they could obtain from competitors

Creative and inspiring use cases of Fabric

The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights.

In Home Use Test - Fabric

Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.

Packaging testing - Fabric

Gather visitor reactions to new - or existing - packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).

In Home Use Test - Fabric

Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements.

Watch consumers weigh in via video at critical points on their journeys - Fabric

Have consumers show you their journey through a decision, product use, event or consumption moment.

Create highly unique audience segments - Fabric

Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).