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Ad Concept
Testing

Ad Concept
Testing

Don’t waste time and money turning a bad concept into an ineffective advertising campaign.

Developing a successful advertising campaign can be expensive and lengthy. That’s why it’s critical to identify the right concept and understand how to develop it into a successful campaign. Our suite of quantitative and qualitative solutions helps brands identify the best concepts and turn them into winning campaigns.

Start your campaign development off right with Ad Concept Testing Z-IQ.

Solutions

Accelerated Qualitative Focus Groups

Accelerated focus groups provide fast turn-around for clients who need to select an ad concept right now and don’t need a full report.

  • Fast

  • Lowest Price

  • Identify Winner

Bespoke Qualitative Focus Groups

Traditional focus groups with a full report provide a qualitative ranking of each concept. They deliver deep insights into your audience’s perceptions of the concepts and identify opportunities to turn your best concepts into winning campaigns. Optional facial coding uncovers insights that may be uncomfortable for consumers to discuss or articulate verbally.

  • Facial Coding

  • Deep Insights

  • Full Report

Bespoke Qualitative IDIs

Our In-Depth Interviews (IDIs) are for clients developing a B2B campaign who need deep insights. Using an online approach, we can reach your audience across a wide range of geographies (even international) without the expense of travel.

  • Deep Insights

  • Global Reach

  • B2B

Basic Quantitative

Our Basic Ad Concept Testing survey is designed for start-up and small-to-medium companies with shoe-string budgets looking for simple and basic feedback on ad concepts.

  • Norms

  • Brand Lift

  • Lowest Price

Accelerated Quantitative

Our Accelerated Ad Concept Testing survey allows for testing of a larger set of ad concepts and provides additional metrics to help you identify a winner with our breakthrough scores.

  • Breakthrough Scores

  • Affordable

  • Fast

Bespoke Quantitative

For clients who need to quantitatively test a large set of concepts, capture custom metrics, or employ advanced analytics, we offer a custom-tailored Bespoke survey approach.

  • Custom Metrics

  • Advanced Analytics

  • Facial Coding

Strategic Reports

  • Dashboard

    All three solutions—Basic, Accelerated, and Bespoke—come with a static dashboard.

  • Success Metrics

    Your final calculated scores are ranked for easier decision making.

    Each ad concept score is based on an average across indices that takes into account differentiation, appeal, purchase intent, and other metrics.

  • Concept Performance Overview

    A stoplight chart shows how each concept performed qualitatively across the seven dimensions, predicting campaign success. This allows you to quickly see which concept resonates most with your audience and where there are opportunities to make it even better.

  • Concept Performance Deep Dive

    Detailed reviews drill down into each concept, specifying what worked with your audience and where the concept needs improvement

  • Facial Coding

    An optional add on, Facial Coding allows a view into participants’ minds, showing you exactly how they feel about each ad concept and providing insights they may not be able to articulate.

  • Conjoint

    Determine the Optimal Combination
    We use Conjoint Analysis to determine how customers value a set of Ad Concept elements (e.g., fonts, taglines, claims, images, colors, logos, etc.) that make up an ad concept.

Transparent Pricing

There are no games at Zeitgeist. We are fully transparent and up-front with our pricing, allowing you to scale the project up or down to fit your budget.

Solutions

Timing

Investment

Basic Quantitative
1+ Weeks
$4,750+
Accelerated Quantitative
1+ Weeks
$9,750+
Bespoke Quantitative
4+ Weeks
$15,750+
Accelerated Qualitative Focus Groups
1+ Weeks
$6,500
Bespoke Qualitative Focus Groups
4+ Weeks
$8,000+
Bespoke Qualitative IDIs
4+ Weeks
$1,300+

Case Study

The Challenge

A creative agency called us with an urgent request: they needed to start a new ad campaign ASAP but were struggling to identify a concept their airline client felt comfortable investing the time and dollars it would take to turn into a campaign.

Our Approach

Knowing that time was short and budget was tight, we recommended our Basic Survey to help the agency pick the winning concept. We delivered our report exactly one week from executing the Statement of Work. Using the scorecard, the agency easily identified the winning concept and had the data necessary to give their client confidence to move forward.

Our Recommendation

We found the airline’s audience was attracted to an ad concept that made travel feel exciting and fulfilling. Using these insights, our agency partner was able to develop a campaign that resonated with air travelers and helped their client gain brand awareness and ultimately market share. Our agency partners told us this was the fastest they have ever developed a campaign, thanks to our speed in identifying the right concept to start with.

Let’s work together.
info@zeitgeistresearch.com