Sometimes there is not enough time to test a campaign before it is launched. In this case, we recommend having the communication evaluated afterwards in order to optimise the subjects for the next flight or to build up a store of knowledge for further campaigns (which in turn target a similar audience in an analogous context).

Post-tests are particularly useful if awareness and recognition of the campaign are determined in the course of follow-up measurements. A further questionnaire block can then be added on the impression, message understanding and associations of the advertisement.

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Susanne Vontobel

Head of Financial Market Research