Real World Copy Testing
In advertising, context can change everything. Despite their many advantages in costs and speed, online testing solutions are based on forced-exposure and present stimulus with varying degrees of artificiality. When people actually encounter advertising, what they see and hear is in the context of watching TV, reading print, listening to a radio, or surfing the web, so they process it differently than when they are directed to look at it, even in a cluttered environment. Oftentimes the two testing approaches lead to the same result, but sometimes it is different. What breaks through online does not necessarily break through in the real-world. Similarly, ads that are “recalled” on an immediate (i.e., minutes after exposure) basis will not necessarily be recalled on a delayed basis. The critical communication concepts of attentioning and retained communication are best measured via real-world contextualized testing. As a result, Real World Copy Testing remains the Gold Standard for understanding copy effectiveness. G&R is the only research vendors who offers real world solutions for each major media, including TV, digital, mobile, magazines, and newspapers.
How we do it:
In-home, in-program commercial exposure, followed by next-day content evaluation and full-sample diagnostics.
On-screen, in-site ad exposure, followed by computer assisted content evaluation and diagnostics.
On-screen ad exposure, followed by phone optimized content evaluation and diagnostics.
In-home, in-magazine ad exposure, followed by next-day content evaluation and full-sample diagnostics.
In-home or drive-time commercial exposure, followed by delayed, same-day content evaluation and full-sample diagnostics.
In-home or at-office ad exposure, followed by delayed, same-day content evaluation and full-sample diagnostics.