Advertising Pre-Testing

Concepts can be executed in a number of ways and advertisers need to sort out the most promising creative approaches before incurring the cost of final production in print or TV. Pre-Testing of preliminary executions in rough form is a quick and inexpensive means of identifying the winner among the also-rans and in providing insights for further improvement.

G&R is experienced in pre-testing ads for both consumer and B2B target audiences, revealing their strengths and weaknesses and pointing the way to improvements that can make all the difference between success and failure in the marketplace.

With today's technologies, preliminary advertising can be produced that is perfectly adequate for use in measuring potential consumer reaction to the finished product. G&R's flexible pre-testing services can evaluate more communication forms, including print ads, TV and radio commercials, online ads, outdoor ads, POS ads and materials, website, direct mail, logos, taglines and FSI's. We are able to assess ads by themselves, as part of a medium campaign and across media.

G&R offers several services that are ideal for pre-testing preliminary advertising. All offer fast turnaround of results with experienced analysis and actionable recommendations.

• Quantitative: WebSelect is an online, non-monadic system for sorting through alternatives quickly and efficiently within a quantitative framework. WebCheck can be used for consumers or specialized B2B samples. For example, Physician WebCheck enables pharmaceutical and medical devices companies to test ads and other marketing materials among online panels of physicians. FasTrac presents test stimuli in the same physical form as consumers will experience in the real world and gathers data through individual face-to-face interviews. 
  

• Qualitative: Individual Depth Interviews permit drilling down to core issues when sensitivity and group bias are concerns.
  Focus Groups conducted by trained moderators experienced in advertising development allow for open-ended probing for insights. Online Focus Groups permit the inclusion of more respondents,  eliminate interpersonal bias and can include instantly-coded surveys for group discussion.