Ad-Pre Testing

Next*Adlab

Introducing Next*Adlab a pre-testing solution designed specifically to optimize creative by identifying and fully diagnosing what is and isn't working with your advertising — in real time.

Next*Adlab is a flexible early-stage tool that is especially valuable in providing marketers with timely guidance when they are, among other things,exploring different creative ideas, taking a new or bold creative direction, or trying to regain effectiveness of an ad idea that has stopped "working". More

 

Next*Connect

Next*Connect is our most flexible and sophisticated interactive copy testing tool. From emerging digital media to more traditional forms – you can evaluate individual executions or multiple campaign elements across any platform in markets all around the globe.

  • Does your ad cut through the clutter and get noticed?
  • Do consumers link this ad to your brand?
  • Is your ad memorable?
  • How are consumers responding not just rationally, but emotionally?
  • Are your messages consistent with and supportive of your overall brand strategy?

Key Features Include:

  • Brand Related Recall
    Examines how likely your ad is to get noticed and whether or not your ad is being linked to your brand.
  • Persuasion
    Highlights how effective your ad is at motivating consumers to take action.
  • Copy Effect Index
    Combines the effects of brand related recall and persuasion into a single indicator of ad effectiveness that is validated to in-market sales.
  • Brand Equity
    Showcases the potential for your ad to build brand equity.
  • Reaction Diagnostics
    Pinpoints which elements of your ad are contributing to its success, which are detracting, and what you can address to improve performance.
  • Communication Diagnostics
    Studies your communication message assessing its clarity and its effect on your brand perception.
  • Emotional Response and Engagement
    Identifies the emotions created by your ad and reveals the impact these emotions have on your brand.

Our unique approach offers a number of advantages found in no other copy testing system:

We Account For The Complexity Of Today’s World

One of the most difficult tasks an ad has is to break through the clutter and capture consumer attention. By showcasing ads as they are experienced in media, creating an abundance of noise, and carefully masking the actual test ad(s) you get a more accurate assessment of recall and impact.

We Make Sure Your Ad Is Remembered

It's not enough to create a great ad. Successful advertising is remembered over time. By measuring recall the day after initial exposure we can determine if and how well your ad is truly remembered.

We Don’t Ask Consumers To Tell Us Things They Can't Reliably Know

There are some things consumer don't know and can’t reliably explain which is why we observe and derive our results. And, we always account for emotion. Emotions matter. They influence consumer reactions to your brand and they influence the behaviors that follow.

 

Next*TV®

Next*TV is a global system, with the same basic methodology executed around the world adapted, of course, to the unique needs of each market.

Key Features Include:

  • Consumers are recruited to evaluate a television program.
  • Ads are embedded into a TV program as they would be on local prime time television.
  • Consumers view the program and advertising on a videotape in-home, providing natural advertising delivery.
  • Consumer responses are collected one day after exposure.

This in-home videotape methodology allows Next*TV to provide a number of advantages found in no other copy testing system:

In-Home Exposure

A patented self-erasing video tape technology which makes it possible to measure advertising effectiveness where it originates: in-home. One of the most difficult tasks an ad has is to break through the clutter and gain the viewer’s attention. By measuring this where it occurs – in-home – you get a more accurate assessment of whether the ad is successfully breaking through.

Delayed Recall

Successful advertising is remembered over time. By measuring recall one day after exposure, we can determine if your ad is remembered.

Better Sample

The videotape technology allows us to move away from the convenience samples used by other systems toward a more national sample.

Multiple Persuasion Measures

Persuasion is an important component of advertising effectiveness to determine the ability of your ad to favorably influence consumers toward your brand, but it is important to use the right measure. By providing several alternative measures, we are able to appropriately measure your brand and strategy.

Validated Evaluative and Diagnostic Measures

To tell you if your ad is working, and how to make it better. With Next*TV you can be sure to obtain the right insights for your brand advertising even at an early stage of the development process so you can make decisions and changes before making a major investment in production.

 

Next*Print®

Ipsos ASI Next*Print®, our global print testing system, provides key ad effectiveness and
diagnostic insights into your print advertising. Next*Print is an in-home, in-magazine ad testing
system designed to parallel our Next*TV pre-testing system in methodology, testing environment, sample,
and key measures.

Next*Print provides multiple measures of a print ad’s potential to impact your brand:

  • Related Recall, which reflects the extent to which the ad was noticed, remembered and associated with the brand.
  • Persuasion, which measures the ability of the ad to change a consumer’s beliefs, attitudes or intended behavior.
  • In-depth Diagnostics to provide key actionable feedback on the ad.

 

Next*Kids

Ipsos ASI Next*Kids was built by experts in children’s advertising to measure what matters to children. The goal was to create a product that was consistent with our philosophy of measuring advertising—does the advertising break through the clutter and influence behavior? At the same time, the system needed to be uniquely designed for children and the way that children relate to advertising (which is clearly different than how adults relate to advertising).

Next*Kids delivers a broad base of measures, including both evaluative and diagnostic data. Our data collection process is kid-friendly, ensuring both cooperation and quality data.