Advertising is an important vehicle in communicating a productís benefits to your target market. Corporate Research can help you develop and refine your advertising from the earliest strategic planning through final production.
Ad or concept testing usually begins as qualitative work using either focus groups or one-on-ones. The information collected allows a better understanding of how the concept fits into the potential userís array of problem solving behaviors. We can identify whether the concept addresses an already perceived problem or if the user needs to be educated about the problem and its potential solutions.
We recommend that some form of broader based research follow to quantify the results of the qualitative research such as intercepts, telephone, mail or web research. Our Concept Testing techniques will help you identify the most deserving concepts thus avoiding the costly mistakes of eliminating good ideas or committing your resources to less productive projects. Back to top.