How good is the idea you have developed for a new campaign? How can you improve the final campaign? Which parts of the campaign concept affect my target group the most? How can I get qualitative feedback for my campaign at an early stage? These are all important questions in the development of a new campaign which are essential in determining whether to continue.

DVJ’s Advertising Concept Test is capable of measuring which idea strikes the most at an early stage. Due to the validated set-up, this quali/quantitative study has a high predictive value, and you will know for certain whether you are on the right path, ensuring maximum efficiency of every pound. Next to a clear overview of the acceptance of the concept, concrete recommendations are made for the final concept, due to the combination of different techniques and insight on all fronts.

Our approach

Dependant on the phase the campaign concept finds itself in – from big idea to moving storyboard – there is sometimes a need to explore the underlying campaign insight, and the validation of the executional direction. That’s why our campaign concept testing methodology is flexible, ensuring the study always holds the right focus.

  • We gather rich qualitative feedback with our projective storytelling technique which not only helps understand to what extent the concept appeals, but also offers inspiration for the executional direction. Storytelling is mostly used to further optimise and evaluate the big idea.
  • We validate the potential of the concept by using our academically validated Acceptor/Rejector model. This model gives insight into the extent to which the consumer accepts the campaign concept. This analysis has a high predictive value.
  • We use different diagnostic tools such as free associations, evaluation and activation statements, moment to moment analysis and/or the text highlighter to understand how the concept can be further optimised.

All of this leads to a study with high predictive value, so you know for certain what needs adjusting to ensure maximum efficiency from every communication.

Our deliverables

There isn’t a lot of time available for the development of campaigns. Therefore, an early stage advertising concept test should be carried out in a fast and efficient way.

  • The most important results are summarised in a compact PowerPoint presentation where the potential of the concept is determined and possible optimisations identified using the FUA-method.
  • Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders such as the advertising agency.
  • Completion of the study within 1 to 2 weeks after receiving the stimulus.

 

Your benefits from Early Stage Advertising Test

  • Insight into the potential of the concept to make a well-considered investment choice at an early stage.
  • High predictive value through validated techniques.
  • Exact insight into what needs optimising through a smart combination of techniques.
  • Concrete recommendations that help the advertising agency implement optimisations.
  • Compared with a rich benchmark of other ideas for communication.