Analytics & RIAB

Enabled by the development of sophisticated computer software and advanced multivariate techniques, G&R has developed proprietary analytical programs that enhance the insight and utility of its core copy testing services. These include:

• Concept Convergence Analysis (CCA): This applies an attitudinal battery measuring respondents' perceptions of a test ad or commercial and compares the profile to that of their perceived self-image. Attitudinal segments are identified by factor analysis and overlayed with the advertising perceptions to determine “goodness of fit” between ad and segments. The process pinpoints those consumer segments with which the advertising does or does not resonate most strongly. CCA can help you determine whether a commercial that is a poor match with broad audiences is right on target with a more specific psychographic target segment.

• Advertising Response Modeling (ARM): Employing advanced regression techniques, ARM is a path analysis that quantifies the performance drivers of Impact test measures, be they intrusiveness, persuasion or ad liking. ARM separates central (brand related) from peripheral (ad related) messages and cues to isolate specific drivers of overall effectiveness. This unique tool goes well beyond correlation analysis to aid our understanding of the dynamics of advertising performance. This insight can be an invaluable aid to our clients in enhancing both the message content and tonality of their advertising executions.

• Stimulus Diagnostic Trace (SDT): One of the advantages of web-based surveys is that we can have respondents indicate their reactions to specific points of interest rather than attempt to infer them through analytics. Specific elements of a stimulus can be pointed to and clicked upon to clearly register response. Slider bars can indicate interest at key moments in time. Having the respondent being able to point to, rather than just describe, specific elements of the ad, selling collaterals, packing or labels can be a more accurate way to diagnose and improve stimulus performance.

Research-In-A-Box (RIAB)

DIY that adds value
 

Companies often have straightforward information needs that can be fully addressed by a few numbers, standardized questionnaires and/or without custom analysis. G&R's RIAB solutions enable clients to conduct such work without full-service costs, while still having the benefit of experienced research collaboration. Our highly automated we-based production systems and dedicated programmers can deploy any type of survey quickly and efficiently. Our advanced, proprietary stimulus presentation software manages any stimulus you have so it is protected and presented as intended. Our detailed quality assurance protocols ensure your data is clean and reliable, according to your expectations. And G&R experts are available throughout the study for assistance and consultation on unexpected needs. RIAB costs can be similar to other do-it-yourself (DIY) solutions.