Brandspeak is a specialist TV advertising research company. We’ve been helping brands and advertising agencies develop their ad concepts and campaigns since 2004.
We’ve got a whole host of qualitative, quantitative and neuromarketing market research techniques that we can use, depending on whether you want to identify creative start points, explore different creative routes, conduct pre-testing on animatics or film, or track the performance of an ad post-launch.
To research your advertising’s effectiveness we carry out an evaluation of the campaign against a number of criteria including:
- Rational and emotional outtake
- Message recall and relevance
- Brand fit
- Short and long-term recall
How advertising research from Brandspeak will help
Whilst advertising market research can be a real asset at any stage of the creative development process, it often has a reputation for undermining – and even killing – genius creative work.
Whilst this may be true it doesn’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 the concept and their reactions to its execution – or risk throwing the baby out with the bathwater.
And 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.
Components of a great advertising campaign
Of course, each advert is unique, but in our experience the really great ones tend to have a few, key characteristics in common. They;
Create both rational and emotional engagement
Real audience engagement comes from creating content that resonates both rationally and emotionally.
Not only does this form of content ensure the attention of the target audience, but it also guarantees the ad will be remembered. As a result, brand awareness increases and the key messages 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 product or service.
Successful ads ensure the brand is memorable.
For more information about advertising market research please contact us on +44 (0) 203 858 0052 or email us at: firstname.lastname@example.org
MAXIMISE YOUR BRANDS PERFORMANCE
Our research toolkit is comprehensive! It contains all the latest tools and techniques, as well as lots of old
favourites. Whatever your project, we have the research solutions to provide the answers you need.