Advertising Research

Advertising Research Methods

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  Concept and Copy Testing

  Campaigns built on research from the earliest stage are more likely to succeed. Our experts conduct concept testing to inform the creative direction of your campaign, identifying which concepts align most closely with customer needs and expectations.

  Copy testing informs what language, visuals, and tone elicit the preferred reactions, allowing you to refine your message before it goes live.

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  Ad Effectiveness Research

  We measure ad effectiveness through consumer surveys to determine what works and why, before and after you launch. Our advertising research can include surveys, in-depth interviews, and focus groups.

  IMS survey research experts measure ad recall, perception, awareness, power, and emotional resonance, as well as the prospective impact on sales, brand attitudes, or loyalty. Our research is customized to your ad type, audience, and goals, and it always includes quality control measures to ensure the results are trustworthy.

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  Package Testing

  Package testing measures the visual appeal and usability of packaging, which is the basis for many buyer decisions. Convert browsers into buyers by identifying what catches their attention, supports the brand promise, and drives purchase intent.

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  Brand Tracking

  The perception of your brand and the effectiveness of your marketing can change over time. Our brand and ad tracking studies monitor performance over longer periods, measuring awareness, message recall, sentiment shifts, and financial results. This ongoing feedback enables marketers and brand leaders to adjust their strategies, ensuring long-term resonance and results.