Print/pack & advertising testing
Don’t leave your packaging and print design decisions to chance or internal politics, ask your customers! Our beAdvertising service provides a solution to evaluate creative success for all mediums of persuasion;
- Print communications
- Direct mail
- Brochure & catalogue
- Online advertising
- TV/Video advertising
Going beyond verbal feedback
We believe that what users tell you will only explain so much, and can be redundant if you don’t also observe their actual behaviour and reactions to your
- Our stationary or portable eye tracking technology allows you to see exactly which elements of your design or packaging are drawing attention, how visible your logo is or if consumers are missing a key component of your proposition or misunderstanding the strapline.
- And when you need to dig deeper and uncover emotional response, as it happens, we use a lightweight Electroencephalography (EEG) headset to measure the reactions that users find hard to articulate or don’t even consciously register as impacting their impressions of your brand.
Active or passive media, we have the solution
We understand that advertising is different to web, it is largely passively consumed, compared to the active, task based nature of using a website. It is designed to interrupt and has only a short time window to convey and persuade, so each design has to work hard at a glance and on approach. We apply a different test structure and analysis approach tailored to these differences
Whilst retaining our core approach of eye tracking with a retrospective interview we use a mixed quantitative and qualitative session. Shorter exposure periods to adverts means that research session lengths are reduced, enabling the greater numbers required for a quantitative study. You also still get the qualitative feedback from a short retrospective interview (akin to a one-to-one depth interview), effectively two research projects for one.
Outputs that enable you
This means we can rapidly benchmark a set of creative options ahead of release giving you the confidence to move forward to launch. The quantitative analysis will tell you what users were drawn to most, but crucially the qualitative will tell you why.
We offer a range of budget friendly options from on-screen testing of packaging creatives or direct mail to simulated projection of in-store shelving planograms.
Cross Channel testing
We understand that your advertising or marketing material is never intended to work in isolation, the aim is to drive targets to engage directly, or via other media in the interim. We provide testing solutions that acknowledge and directly study these cross channel behaviours. For example, can direct mail recipients successfully unlock your promotional code on their mobiles? Does your brochure match user’s expectations from using your website. We provide solutions that help you uncover the barriers in these transitions through different media, just get in touch to discuss what you need to know.