We’ve got a whole host of qualitative, quantitative and neuromarketing market research techniques that we apply, depending on whether you want to explore the potential of different creative routes, conduct pre-testing using animatics or film, or even track the performance of an ad post-launch.
To research your ad's effectiveness we carry out an evaluation of the campaign against a number of criteria including:
Components of a great advertising campaign
Of course, each ad is unique, but the really great ones tend to have a few, key characteristics in common.
Create both rational and emotional engagement
Real audience engagement comes from creating content that is able to resonate both rationally and emotionally, thereby engaging both the System 1 and System 2 brain.
Not only does this form of content ensure the attention of the audience, but it also guarantees the ad will be remembered. As a result, the brand and the key message are far more likely to come to mind at the time of consideration and purchase.
Deliver a clear message
As viewers we don’t tend to concentrate hard on the ads that we see – we are passive receivers!
For this reason, the most successful ads focus on delivering engaging and memorable content around a simple, central message.
Enable easy brand recall
Some ads achieve excellent levels of story and key message recall but then fail on brand recall, because the brand name hasn’t been associated strongly enough with the key components of the ad.
Successful ads ensure the brand is memorable.
How our experienced team of advertising researchers can help
Whilst market research can be a real asset during this process, it actually has a reputation for undermining – and even killing – great creative work.
Whilst this may be true it definitely won’t happen with Brandspeak.
We have an advertising and communications research background so we know the pitfalls that can befall advertising research - and just how to avoid them.
For example, we know how important it is for the advertising research agency to develop a detailed understanding of the underlying creative concept before the project kicks off – or risk delivering findings and recommendations that are irrelevant and unhelpful.
We also know how important it is for the advertising research agency to distinguish between respondents’ reactions to that concept and their reactions to its execution - or risk throwing the baby out with the bathwater.
Finally, we know that it’s not the job of respondents – or the research agency - to recommend ‘creative enhancements’ or give creative material a ‘pass’ or a ‘fail’.
Of course, we won’t shy away from delivering hard truths but we’ll always be constructive and resist the temptation to act as Creative Directors! Contact Brandspeak market research to find out how we can optimise your advertising to ensure you get the results you want.