Advertising Research allows you to assess an ad’s ability to create awareness, generate leads, and increase conversion.
There are two main objectives that will influence why you should do this type of research and how it should be designed. These are:
Advertising testing for ad selection is often done with a combination of qualitative and quantitative research.
Often, qualitative research is used to gain deeper insights into the strengths and weaknesses of advertising creative concepts in development. The client or advertising agency creative team then goes to work by applying the results to create additional versions of the ad for further testing. Ideally, if time and budget allow, this should be done in an iterative process to fine-tune the advertising concepts.
Overall, advertising effectiveness testing before production can help to save time and money by guiding the creative team to develop better ads before incurring large production costs.
In addition, if several ad prototypes are produced, we use quantitative research to support the decision to determine which ad should go to final production.
Pre- and post-advertising testing is based on quantitative research. However, at times, qualitative research is used before or after the quantitative measurement to understand why the advertising may be effective or ineffective. This is done mostly for validation purposes. If the ad performs poorly, the client may decide not to launch it and go back to the drawing board.
Quantitative advertising effectiveness testing is conducted with the help of survey methodology. However, the survey design will vary based on the analytical plan selected (see this section below).
Relevant Insights can recruit B2C and B2B qualified participants through our sample provider partners for both qualitative and quantitative research.
We determine the sample parameters in discussions with your team and assist with developing screeners. We also manage participant incentives.
The analytical plan will reflect the selected study design and objectives, creative materials available for testing, time, and budget constraints.
Results from qualitative research are analyzed thematically based on the discussion guide and data collected via qualitative research methods (e.g., focus groups, in-depth interviews, projective techniques, etc.).
Three to six weeks for qualitative research or quantitative research. If both types of research are necessary, the typical duration could take a total of six to twelve weeks.
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