Advertising testing

The key benefit from the research is avoiding the costs of distributing unattractive, low-quality advertising that does not catch the consumer’s understanding. As well as receiving a list of improvements that need to be made to turn it into advertising that evokes positive emotions among the target audience.

Before launching an advertising campaign on a large scale, it is important to conduct testing: whether it conveys the desired message to the target audience, whether the advertising can achieve its goals.

It is also difficult to overestimate the importance of research results on testing marketing materials when rebranding and releasing new materials. In this case, it is recommended to make a decision not based on the tastes of the director or marketing department employees, but to test the materials on real consumers. In this case, the assessment will be objective.

The minimum representative sample size for hall tests on this topic per region is 100-200 questionnaires, for focus groups - 2-3 focus groups of 8 people. By region we mean any territory for which separate analytics is required (this could be, for example, a city or country). The minimum period for collecting this amount of data is one week.

The cost of a project for testing marketing materials consists of the cost of data collection and the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire yourself using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a study is from 2000 £ (the cost is indicated for a minimum sample).

This type of research is usually carried out using focus groups or hall tests. When testing advertising, it is important to take into account a nuance: research participants are forced to pay attention to advertising within the focus group, this can affect the perception and evaluation of advertising (usually overestimation). Therefore, when testing, special techniques are used, various test options are used to provide objective information about the memorability of advertising or other materials, and comparison of materials with competitors’ materials.

BCGroup's work on testing marketing materials is structured as follows:

1. A BCGroup specialist clarifies the reasons that necessitated such a study and understands the situation;
2. An NDA (confidentiality agreement) is signed between BCGroup and the company;
3. A BCGroup specialist agrees with the customer on the research methodology and tools (a guide for a focus group or a questionnaire for a hall test);
4. BCGroup specialists take 2-3 working days to prepare the project (recruitment of focus group participants or design of a room for a hall test, pre-recruitment of participants);
5. BCGroup specialists collect data in a short time (within one week);
6. Next, the BCGroup employee transfers the data array to the customer’s representative in the agreed format (Excel, SPSS, video and audio recordings);
7. After 3-5 days, a BCGroup employee sends an analytical report to the customer based on the results of testing marketing materials (sample reports)