How our radio advertising copy testing works
Our radio methodology (as opposed to our competitors’ methodologies) tests in a hidden, unobtrusive way (in-person and online). Our respondents don’t know what they’re being tested for.
Our Simulated Drive™ Technology mirrors a real-world radio experience.
Each test respondent is seated in front of a monitor (or in front of a home computer screen) and told that he/she is about to participate in a study on the visibility of traffic signs under different weather conditions, without being sensitized to the true nature of the research. The respondent will be shown a card showing three signs that are frequently seen while driving (a hospital sign, deer crossing sign and a fire truck sign). The respondent will be told that he/she is about to “drive” through several different areas and that he/she should indicate each time the specified sign is shown. To make the simulated drive more realistic, the respondent is given the option of listening to three radio stations and is told that he/she may change stations as often as desired. The test advertising (as well as a competitive ad if applicable) will be heard twice during the commercial breaks, and will be “roadblocked” simultaneously on all three radio stations. Roadblocking ensures exposure to the test commercial, regardless of whether or not the respondent elects to “zap” (change stations). As the respondent listens to the radio, the level of involvement is determined, as any “zapping” of the test advertising will be automatically recorded.
Methodology
We look at the real-world and ideal world performance of a radio commercial to determine how effective it is and where it can be improved. We test for the level of involvement/stopping power; persuasion; recall; main idea communication; competitive imagery; intent to purchase, act or consider; likeability; and other client-customized diagnostics.
Validation
Not only have we been used by the Radio Advertising Bureau to compare radio to other media, but the RAEL study used our methodologies to conduct the most extensive of such studies.