Concept Testing
What is it?
Concept Testing identifies the advertising concepts most likely to deliver in-market success for a brand, and helps brands to develop chosen concepts to:
Mitigate risks associated with creative production and media investment.
Apply scientific, data-driven techniques where traditionally subjective evaluation is done.
Understand how best to optimize their creative concepts to maximize potential for success with consumers.
Concepts are first benchmarked against video, animatics, and industry averages to compare top-line performance. We then perform a rigorous second-by-second analysis of specific key scenes, comparing performance of concepts overall and analyzing how the narrative structure of each concept influences consumer receptivity to certain key information, and how each concept can be developed for maximum impact.
How do we use it?
Brainsights helps brands to test and evaluate their creative concepts by:
Delivering deep dive concept analyses to quantify consumer responses to key scenes as well as the concept as a whole.
Identifying opportunities for narrative optimization.
Providing detailed comparisons of concepts and consumer responses to key scenes to identify the top performing concepts.
