To evaluate ideas it takes the sensitivity to the multitude of factors that ultimately define what happens to an ad, packaging or product in the real world.
Testing is not the killer of great ideas it is the beginning of fantastic implementation. In order for this to be the case, however, testing needs to be sensitive to the multitude of factors that ultimately define what happens to an ad, packaging or product in the real world.
We know that the decisions we make as consumers are complicated. They are conscious and subconscious, reflected and irrational, individual and social – usually all at the same time. When we ask simple questions, we get straightforward answers. These are sometimes reassuringly easy, but don’t always do great ideas justice.
In our testing instruments, we aim to reflect the complexity of human decision making without making results confusing. We make clear recommendations that are founded in understanding consumer reactions rather than just reflecting what people say. And we always look at new products, advertising and packaging with an eye to the future rather than as a confirmation of the status quo.
eTrack is an interactive research tool for fast and efficient evaluation of communication ideas, and product or positioning concepts. eTrack combines quantitative individual data collection with qualitative exploration in a group setting – in a real-time, live set-up.
Our Classic Qualitative Approaches are tailored specifically to each individual project. Often we combine individual assessment in interviews with interactive group discussions and our analysis and recommendations always take into account the real media setting of the ideas we explore. Our qualitative approaches are suited to testing from first ideas to finished execution and work for advertising in the classic and new media.
When it comes to packaging testing we also believe in the importance of the real-life setting of a creative expression of a brand in packaging. QualShelf uses a shelf set-up for individual evaluation of a packaging idea in its competitive setting and a subsequent discussion of the strategic implications of a packaging design in a group context. In this way both understanding the initial and the long term implications of a packaging development.