Our clients understand what will happen in the “real world” against their competition–before they spend a lot for production.

When we measure real-world scenarios, we use hidden technology so that the respondent is not aware of participation in an ad or package study (and we mix in the competition to get the true measure of persuasion).

Most copy tests are conducted in a setting in which respondents are aware that they are rating commercials or ads. This benefits ads with more memory “hooks” than those that have the right balance of engagement, communication and persuasiveness in the real world. Our research has shown us that performance scores for ads tested in an ad-aware test and scores for ads tested in a natural choice setting (i.e. respondent can change TV channels) vary greatly.  That’s why we test in both real-world and ideal-world settings—to find out the hidden insights that respondents won’t readily admit when they know they’re being tested.