Developmental Ad Testing (Advertising Communication Evaluation or “ACE” Test)
Fast, effective means for evaluating advertising likeability and messaging
Typical ACE Quantitative session includes:
- Collecting responses using keypads or dials
- Typical ACE questions include: likability, uniqueness & message relevance, entertainment value, tells me something new
- Main message review
ACE Qualitative Discussion typically includes:
- Selection of focus group participants based on responses, product usage, and/or demographic profile
- Exploration of positives and negatives of each ad or approach
- Review of alternative messaging approaches (if applicable)
- Definitive review of main message communication
- Structured verbatim reporting of main message communication
- Verbatims of main message responses help to understand nuances in communication rather than general themes
- Clarify if messaging is on strategy
- Additional probes based on ACE rating responses and ad objectives