qualitative research

The innovative breakthrough, early ad testing with creative professionals

The innovative breakthrough, early ad testing with creative professionals

Testing Ads Using Creative Professionals Early In The Process

Human centred design, often called Design Thinking, has transformed how most large agencies are producing campaign ideas and driving product innovation for their clients.

 

Inspired by the lean-advertising movement, creative teams are allowing for minimum viable campaigns to be evaluated and stress tested internally and with consumers before the client even gets to review the work. This need for validation early on in the process is healthy, considering recent research shows that brands that focus on early validation see an increase in sales efficiency of the final campaign by over 30%.

Copy testing and focus groups misunderstood (and misused)

Copy testing and focus groups misunderstood (and misused)

Develop, Don't test. How to use Copy Testing and Focus Groups More Effectively.

Although the debate about ad testing has been raging for decades, and there have been many attempts to innovate on the process, there still seems to be an increasing chorus of brands and agencies challenging the pitfalls of both focus groups and copy testing.

The general frustration today seems to be a shared feeling of ineffectiveness, from the outdated methodologies to the disruptive timing of the test during the creative process.

A powerful illustrative infograph on qualitative research

A powerful illustrative infograph on qualitative research

Intro - Where's all the qualitative research amongst all the data?

In preparing to submit our entry into Kantar’s Information is Beautiful awards, the delvv.io research team called a huddle to discuss the importance of using visual cues, infographics and imagery in our qualitative research process and how it has changed our relationship with clients.