Pre-Testing Solutions

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 a powerful suite of carefully designed services that are ideal for pre-testing preliminary advertising according to your particular objectives. All offer fast turnaround of results with experienced analysis and actionable recommendations.

Quantitative: 

• WebCheck is our comprehensive and preferred, online monadic design that provides the full range of evaluative and diagnostic measures of the full communication effect. WebCheck can be used for consumers or specialized B2B samples.

• Web24 combines the online advantages of speed, costs, flexibility and control with a 24-hour, next-day measure of advertising breakthrough.

• WebSelect is an online, non-monadic system for sorting through alternatives quickly and efficiently within a quantitative framework. 

• WebCompare is a specialized service that is built around testing your creative against the backdrop of current competitive creative.

• WebFrame enables you to present and evaluate stimulus options when the respondents attitudes have been framed to be positive or negative to the intended messaging.

• WebSpectrum tests messaging in the context of the various media in which it will appear. The result is uniquely powerful insight into how audiences receive and react, not to a selected message, but to the full multi-channeled messaging program, appropriately filtered through the media your customers select to use.

• 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.

Advanced analytic techniques, such as Advertising Response Modeling (ARM) and Concept Convergence Anlaysis (CCA), can often enhance core copy testing data to yield a richer understanding of an ad's cognitive and transformational value.

A Note about Online Data Quality. The many choices companies have for conducting online research studies can make it seem like online data is a commodity, which it is not. There is considerable variation in the quality of the data that is delivered and in the value it offers for building business or improving messaging. G&R offers unique controls to maximize your research investment so that you can be confident you are providing your team with the best in data, insight and activation. Our Online solutions are powered by WebScape, sophisticated proprietary software that has been carefully engineered to micro-manage stimulus exposure experience and ensure that the stimulus be protected and shown as intended. Given the variability in browsers, IT protocols and respondent motivations, to mention just a few of the potential problem spots, exposure control is a much more difficult challenge than it appears. We also invest in extensive automated and human quality control procedures to compensate for the opt-in, reward driven, more anonymous nature of the online samples that weaken their representativeness and accountability. The result is less error in your data, which means more reliable findings and better decisions about your brand.