Fabric

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).
Consumer Insight Videos | Marketing Research Insights
Bring inspiration to your creative brief with video-based insights to energize and focus your creative teams. Know your brand with Consumer Insight Videos
Identify core equities of current advertising - Fabric
Understand consumer perceptions of the core advertising equities of your brand: platform, key messages, relevance/differentiation, and characteristics including music, visuals, featured characters, tone/personality and more.
Get visceral and unvarnished reactions to messaging
Test the relevance and resonance of your company’s messaging: advertising, website, packaging and more.
Help determine how - or if - to extend an existing ad campaign - Fabric
Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.
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Discover the speed and power of Fabric’s AI and easy to use platform below, featuring a real study conducted by 3 PhDs at MSFT in 2021!