When an agency is hired to develop an ad campaign, the first objective they must achieve is to develop a creative brief that will serve as the foundation for the entire campaign, whether specific ads are executed in video, TV, radio, print, or other.  But the question is “on what basis is the creative brief designed?” 

Just like many large organizations do before leadership decides to allocate large amounts of budget to, say, designing new products and services, market research is conducted among members of a target population to guide and inform decisions about whether new products are ready for market rollout, or need to be revised, or need to be scrapped.  This way, research is used as an insurance policy against large budget expenditures that will not pan out in driving revenue for the organization.

Ad campaigns also are large expenditures.  As such, they should be market tested before their communications are made public.  Surely, research studies like storyboard copy testing are carried out, but these “test stimuli” are already based on what the ad agency has delivered as a creative brief.  Unless the brief is also market tested, the agency, and its client will begin to develop and monitor executions that may well be based on incorrect messaging strategies, thus rendering any executions sub-optimal.

Accelerant Research has designed a quantitative study that directly informs the development of a creative brief by integrating “tried and true” survey construction and multivariate analytic techniques as follows:

Informed Ballot and Multiple Regression
This technique is borrowed from political opinion polling surveys where the first question is “if the elections were held today, for whom would you vote?”  Following this question is a set of intervening questions based on key political issues about which the candidate may be pro or con, e.g., “If you knew that Candidate X was tough on crime, would that make you more or less likely to vote for him/her?”  Finally, the first question about for whom the respondent would vote is asked again.  With these data in hand, important measurements may be performed. 

First, a pre-post assessment may be made on comparing the % likelihood of voting for Candidate X.  This analysis will show whether the array of intervening survey questions can effectively create more positive consideration toward the candidate, overall.  Second, the intervening questions can be used as independent variables in a multiple regression analysis, with pre-post change in consideration as the dependent variable.  By examining the relative beta weights of each intervening question, those with the strongest association with positive change in candidate consideration may be identified and cherry-picked to serve as the foundation for the candidates’ foundational political campaign.

Adapting Consideration Driver Research to a Creative Brief for Advertising
Applying the above outlined techniques to inform advertising campaigns is relatively simple and straightforward.  Taking the “who will you vote for” question, it is modified to be something like “how likely are you to consider Brand X when you want to purchase Product/Service Y?”  This single question, in this form, will serve as the pre- and post- measures of the amount of change in positive consideration.  Regarding the intervening survey items, these are made up of a set of functional and emotional attributes about the brand and its products or services under study.  Again, multiple regression analysis can be performed to isolate which functional and which emotional attributes drive the most positive change in consideration.  Additionally, regression can also reveal the optimal mix of specific emotional and functional attributes that should be used to inform the foundational creative brief and associated ad campaign, i.e., what to say in an ad.

The figure below shows a standard visualization of a Consideration Driver study, based on mock data:

Consideration Driver research is uniquely designed to inform creative briefs.  Organizations and advertising agencies both can embrace this methodology to ensure that brand messaging will have the benefit of being tested to inform the overarching strategies that become the foundation of subsequent ad executions.  Feel free to contact Accelerant Research (info@accelerantresearch.com) for a more in-depth discussion of the ins and outs of this sort of work.

or those brands that leverage retail channels, in-store displays can represent among the highest impression messages and be a foundational cornerstone to marketing success.  Goals for these displays can vary quite a bit: generating awareness, building brand equity, gaining entry into a consumer’s consideration set, or educating about products, to name just a handful.  Ultimately though, the end play is often conversion to purchase.

Given their potential impact on both the brand and the bottom line, inviting consumers to provide feedback on displays during the design phase makes sense.  Displays are, after all, created specifically for consumers, to catch their eye and help make their shopping easier.  Why not let your customers offer their two cents?  Early-stage feedback from target consumers before final forms are locked in can yield a wealth of high impact insights that can improve in-store appeal of your displays, refine the brand-story they convey, optimize their shop-ability, make navigation of their featured products more intuitive, and yes, improve their ability to convert browsers to buyers.  Below is a rundown of qualitative research approaches that Accelerant Research has found to be especially impactful when it comes to retail prototype testing.

As with any qualitative work, setting the stage is key to a productive discussion, and this means engaging your participants before you invite them into a discussion.  When it comes to display prototype research, a good first step is a self-guided shopping trip assigned before the core research event even takes place.  During this self-scheduled “homework,” recruited participants are tasked with shopping your specific category and your specific products at one of the retailers that carries your brand and features your displays. 

Such exercises allow for a natural shopping style without imposed time constraints and provide a wealth of information for your insights and marketing teams – photographs of displays, comments on packaging, videos of product selection, and collection of exhibits such as brochures and samples.  Most importantly, they set the stage for a productive discussion: how well are your current displays working, what have your competitors got going on, and, from the perspective of your target customers, what are problems not yet solved and opportunities not yet realized in the aisle?

Following in-store shopping, your customers will then participate in moderated qualitative discussions where they share not only their thoughts on your current displays but then provide feedback on your new design prototypes with all that recent experiential context in mind.  There are a few flavors to how these follow-up discussions can be designed depending on timeline, budget, stimuli available, and your team’s specific insights needs.  Some of our preferred approaches for display prototype discussions are listed below:

1. In-Person Mini Groups with Simulated Shopping is a technique ideal for stand-alone POP displays, interactive displays, displays in categories with long purchase cycle times where consumers may repeatedly visit before buying, or categories such as home improvement that have a high incidence of ‘first-time’ consumers with educational needs.  In this approach, small groups of your customers meet in a designated research space and simulate ‘shopping’ mocked up display prototypes that have been set up in the room, rotating through until they have ‘shopped’ all potential designs.  Then, through moderated discussion, your shoppers compare and contrast these with their in-store experiences, providing feedback on which specific elements of prototypes work, solve problems for them, and what might be missing that would help them make the right product decision.  Not only can your customers point to physical tangibles, it provides an opportunity to see them ‘in-action’ as they interact with and navigate your prototypes.
2. Traditional Focus Group Discussions are optimal for earlier stage concepts where the goal is not only preference feedback, but to obtain shopper suggested enhancements and redesign direction.  In addition to debriefing on their in-store experiences in a moderated setting, shoppers have an opportunity to react to display concepts, offering their thoughts on different designs and appeal, and then, through projective exercises and group discussion, build out an ‘ideal’ display incorporating not only design elements from stimuli but ‘best in class’ elements observed during their in-retail experience.  The collaborative dynamic offered by the group discussion allows participants to build off the ideas presented of their peers in real-time, opening new avenues for exploration.
3. Online Qualitative conducted in a bulletin board format is a strong solution for obtaining time-sensitive feedback on displays with heavy visual elements, product information, and consumer takeaways such as brochures that benefit from detailed language and imagery feedback.  Self-scheduling allows consumers time to digest detailed stimuli fully, at their leisure, and, through essay style responses, offer carefully considered feedback to both stimuli and moderator posed questions.  Interactive tools such as text highlighting (likes/dislikes), perception mapping, and drag and drop-and-drop ranking exercises provide near-surgical level insights into specific language or visual elements of the display prototypes that are particularly appealing or could benefit from optimization.
4. Augmented Reality is an emerging technique which follows your customer in real-time via their streaming devices as they react to/ provide feedback on environments supplemented with three-dimensionally rendered display prototypes.  The approach is ideal for early-stage testing of new prototype designs, which may be too complex for written or two-dimensional concepts or may benefit from ‘walk around’ reactions.  3-D rendered product prototypes allow participants to interact with prototype displays more dynamically than 2-D photos, spin them around, read detailed information on products housed, and return to areas of particular interest for closer examinations and in response to moderator-posed follow-up questions.
5. Planogram Facility or Test Store Shop-Alongs may be leveraged in situations where teams have existing planogram facilities in place or make use of designated “test stores,” where new display designs are fielded prior to full rollout.   Target customers can browse aisles containing the new displays, be followed by a moderator as they shop, and once their un-directed shopping is concluded, be debriefed in-depth.  The approach is ideal for later stage display designs and enhancement of existing in-market signage.  Responses from your customers in these more natural environments, before focus is specifically called to new display materials as stimuli, have the benefit of indicating the ability of new displays to grab attention organically, showcase products effectively, and indicate what messages are likely to be carried away once shopping is complete.  Participant attention may then be directed specifically to the new displays as stimuli for more in-depth discussion and detailed debriefing on specific elements such as language or visual elements.

If you’re considering conducting consumer listening on display prototypes your team is building, and we think you should, we invite you to reach out to us for more information.  Give us a call (704-206-8500) or send us an email (info@accelerantresearch.com).  We’d be happy to talk through your specific insights needs and make a recommendation tailored to fit.  With our support and guidance in participant recruiting, technology/logistics management, and even moderating/full-service support, Accelerant Research can provide you impactful insights from your customers that will help you tailor your in-store presence to meet their needs best.