Gallup & Robinson: WebSpectrum

Today's media marketplace is more expansive and more fragmented than at any time in history, fundamentally changing the opportunities available for marketers as well as the way consumers interact with brands. Marketers now have more media availalbe and within those media, more opportunities to reach target markets efficiently. But at the same time, consumers can receive a greater variety of brand messages through a greater number of channels. Which media messaging consumers receive can vary greatly, affecting how they perceive your brand and relate with it.

Available copy testing options do not simultaneously provide marketers the flexibility to assess messages developed for a variety of media and determine how the mix of messages received affects brand perception as it occurs in the real world. Until now.

G&R's innovative WebSpectrum methodology enables marketers to simultaneously test all messaging developed for various media and exposes respondents to only those media/message alternatives they would typically receive. The result is uniquely powerful insight into how your customers receive and react, not to a selected message, but to the messaging program you provide, appropriately filtered through the media your customers use.

WebSpectrum provides insight never before available into how respondent perceptions of your brand vary based on the mix of messages consumers receive. You have the capability to parse respondents by their media mix selections to more fully diagnose what messaging mix is most effective and which messaging is failing to support the brand, leading both to better decisions about how to ensure that your media mix delivers your messaging strategy optimally as well as being able to identify weak performers in your messaging arsenal.

WebSpectrum enables advertisers to gauge audience reaction to individual campaign executions in the context of other components of the campaign and to the campaign as a whole.
Innovative research design enables media spending decisions to best leverage the most effective messaging delivery.
A variety of stimulus materials are evaluated simultaneously, enabling weak or inconsistent messages to be singled out for enhancement.
WebSpectrum is based on G&R's proven construct of ad effectiveness and includes measures of breakthrough, communication, persuasion, ad reaction, engagement and transportation.
It uses G&R's proprietary stimulus presentation software, WebScape, to safeguard your stimuli and ensure that it is presented to the respondent as expected.
It is available in both full-service and Research-In-A-Box (RIAB) pricing models.