InTeleTest

InTeleTest provides validated, evaluative and full-sample diagnostic information in one comprehensive testing system. Respondents are screened door-to-door in ten markets and given VCR cassettes or DVDs containing unviewed programming and pods of commercials, including the test commercial with its position rotated among fillers. They are asked to view the stimulus that day as they normally would under the pretext that we are testing a potential TV pilot. The next day they are recontacted by telephone and interviewed on our core metrics of intrusiveness (recall), message communication, persuasion, brand rating, ad liking and engagement. All respondents are then asked to view the test commercial again and are taken through a standardized diagnostic battery that may also include custom questions. InTeleTest, thus provides a rich combination of delayed and immediate evaluative and diagnostic information. Because its viewing environment is in-home and in-context, InTeleTest offers the most realistically-based, predictive measures available anywhere. Reports include tabulations of all data relative to norms, verbatim respondent playback, performance summary and a diagnostic analysis based on G&R's proprietary database of success factors.

A variation of this methodology tests commercials as they appear in actual on-air programming and is available as an alternative. In it, respondents are screened by telephone and invited to watch a program scheduled to appear as a regular telecast. They are recontacted by phone on the next day and confirmed viewers are taken through the same questionnaire that is used in a standard InTeleTest, but are not re-exposed to test commercials. This is the preferred design when the advertising needs to be tested in the context of actual scheduled programming. It can test any program of interest, including such events as the Super Bowl, Academy Awards, Olympics or the World Series.

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