| The Quick,
Cost-Effective Way to Evaluate Creative Concepts
What
is AdChek™?
Why
Use AdChek?
Is AdChek Right for You?
Case Study
What
is AdChek?
Focus group
respondents who are asked to evaluate concepts grow jaded and stale very
quickly. Borrowing heavily from
experimental design, AdChek uses several small, short focus groups to rotate
and test creative stimuli, such as advertising or packaging concepts in any
stage of development – from first thoughts to final execution.
An evening of AdChek
research involves three to five short groups, about 45 minutes each, versus
two to three longer traditional focus groups.
This set of multiple groups allows for rotation of stimuli, so that
each concept can be viewed with fresh eyes and has a chance to be evaluated in
and of itself, rather than just in comparison to earlier versions.
AdChek helps overcome
the order bias common in testing creative with longer, larger groups. Also,
later groups can be used to confirm or re-confirm what was seen in earlier
groups.
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Why
Use AdChek?
Ř
Cost
– One evening of AdChek groups provides exposure to the opinions of many
more respondents than traditional focus groups, at a lower cost.
Ř
Time
– National Market Measures can conduct up to five AdChek groups in one
evening. AdChek projects can be completed much faster than traditional
focus groups – often within 10 to 14 days start to finish.
Ř
A
Fresh Look at Your Ideas – One evening of several AdCheck groups
provides for rotation of stimuli – essential in gaining first impressions to
creative concepts, rather than simple comparisons between concepts by the same
group of respondents.
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Is
AdChek Right for You?
AdCheck is the
ideal technique if you are seeking reactions to advertising or packaging in
any medium at any stage of development (printed or recorded messages,
storyboards, mock-ups), as a final “disaster check” for pre-release
materials, and as a quick diagnostic tool to understand why creative concepts
do or don't work.
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Case Study
In
a series of AdChek groups, we learned that a transportation ad campaign
targeted to senior citizens was demeaning, insulting, and completely off the
mark. Rather than being told they
needed the service because they were old and feeble, the audience wanted to be
told they needed the service to stay independent and continue to care for
themselves. The positioning was changed on the spot, tested in the next
group, and the modified version was adopted.
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