Experiential Concept Tests (ECT) and Advertising Communication Evaluation (ACE Test)
Techniques integrate quantitative survey phase (audience response technology) with qualitative effort
- Utilize individual wireless polling devices (keypads or dials)
- Customized designs for each specific project
Typical research session (2-2 ½ hours):
- 25 respondents per group (can vary depending on objectives)
- Meetings held in research facilities (or hotel meeting rooms for larger groups of 40 or more)
- Utilizes a three person team (including a moderator & technical analyst)
Begins with 30-60 minute “guided quantitative” section on advertising, new packaging or product concepts, positioning issues, etc.
- Start by collecting demographics, product usage, etc.
- Standard concept testing (ECT) questions include: Purchase Interest or appeal, ease of use or handling issues, uniqueness versus the category
- Standard advertising (ACE Test) questions include: likeability, uniqueness & message relevance
- Answers appear instantly on client monitor in back
- Take short break to tally and review results, select 4-8 respondents for qualitative session based on responses, usage, and/or demographics depending on objectives
Conduct qualitative session with remaining time (typically 60-90 minutes)
- Use ratings gathered to help guide the qualitative session
Analysis and Reporting
- Rollup summary data available at the end of last group of each day
- Topline report / data tables / message communication coding available in 1-2 days
- Final report. We merge data collected and qualitative reactions to provide fully integrated, actionable report