Client’s challenge
At the final stages of the creative development process, a lot of decisions need to be made that can make or break the in-market impact of a new campaign. By taking an iterative approach to develop the most impactful creative, research needs to be able to accommodate the need for speed to guide the decision-making process in this final stage.
Our client, active in the global electronics market, was developing a campaign to support the launch of one of their products and wanted to quickly identify the potential of the new campaign by using our fast turnaround test and learn approach.
The approach
DVJ Insights’ pre-test is standardised as much as possible so that we can quickly test a commercial on various parts and share the results with the clients as soon as possible. Fieldwork started within two hours, and within two days the client received top-line results to support a go/ no-go decision. The client used the results to work on the commercial and within two days, a new test was conducted.
DVJ’s copy testing method is an important predictor of in-market success. We use various diagnostic tools such as free associations, likes and dislikes and moment-to-moment evaluation to understand how the creative is viewed and optimised. Furthermore, various evaluation statements provide insight into how the commercial is evaluated.
The results
During the first pre-test, the commercial struggled on both dimensions, but the second round of test showed structural improvements through better branding and more prominent product features. The final edit scored above average on both dimensions.
Figure 1 Performance grid
Client’s benefit
DVJ’s fast, iterative way of testing is fully aligned with the creative development process in the final stage. Within the space of a week, we have done 3 rounds of pre-testing, where normally you would be able to do 1 round. This enabled the client to test and improve in a short space of time, ensuring the most possible impact for their commercial.
