Why Pretesting is a no-brainer
No marketing manager takes any chances when it comes to innovating products, services or developing new advertising campaigns. In many cases, it starts with a thorough analysis of market and brand developments to see where the gap in the market still lies and then map out the customer journey. These studies are followed by an intensive collaboration with agencies to draw up the communication strategy and produce new creations. It is a process in which people deliberate and make choices. But what is often missing, is that very last check before the campaign goes live: namely Pretesting. Everyone knows you have to do that, and yet a lack of time is a common excuse. But why not ask what your target audience thinks? And if you do, the return on your campaign will easily be 20 to 50% higher.
Pretesting is an important part of concept testing. You can have this done on a new logo, packaging, claim and of course on new advertisements. It’s so simple to ask: what do you think of it? Do you like the expression? Do you link the brand to the product? What do you think of the use of color? Are you going to buy it? How do you experience the voice over?
So when do you test?
There are four logical phases in the life cycle of a product or service when testing can take place.
Today, ad testing doesn’t have to take long. With the help of AI and machine learning, you will have feedback on essential questions about attention, impact of the expression and conversion on statements within a day.
Artificial Intelligence accelerates the running time
AI ensures that you can use it quickly. And in many cases, it is not necessary to use a panel. It uses advanced algorithms and machine learning. AI offers better capabilities that allow patterns and trends to be quickly identified based on large data sets, while panel research relies on human respondents. AI is faster, more efficient, and can discover complex relationships, while panel research is limited to the input of the participating individuals. Furthermore AI also potentially eliminates human bias, allowing for more objective evaluation. With such a short processing time, you hardly interrupt the creative development process. And you have the certainty that your expression has the desired impact.
Influence of Artificial Intelligence is becoming more important
AI is becoming increasingly important in market research because of the opportunities it offers for data analysis. For example, it can help encode written transcripts and perform initial analysis during the study, allowing the results to be used as feedback immediately. Now, AI is mainly an important tool for data analysis. Every interview is unique, and as a researcher, you need to be able to respond to the respondent’s experiences in any situation and refer back to something that was said earlier in the conversation.
So…
Of course, we hope this blog convinces you to apply pretesting. With our experience and research tools, we can help you quickly.
