When creating a campaign, it is worthwhile testing the impression and message conveyed within the target group before advertising is widely distributed. General concepts and strategies can be meaningfully reviewed with group discussions and a subsequent results workshop: They provide the agency with valuable feedback on which ideas are well received and what causes rejection or unintentional associations. Quantitative approaches can be used for (almost) fully developed campaigns.

Classical monadic or semi-monadic test designs show which subjects are best received. In order to also measure the unconscious perception and the transfer of associations to, for example, a brand, we usually supplement pre-tests with an additional implicit association measurement.

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Susanne Vontobel

Head of the Eastern & Financial Services Division