FIELDS OF RESEARCH / COMMUNICATION

From pre-testing an initial concept idea to measuring the effectiveness of advertising, we support your campaign from a communication-psychological perspective.

The history behind successful brands, products and services is also a success story of effective advertising. And the impact of advertising is assured if one understands the subtle mechanisms of individual advertising media in the phases of the purchasing decision process and optimises the effective interaction of the individual measures.

Advertising pretests

Target group feedback instead of a gut instinct

During our advertising pretests, we use clear objectives to measure the effectiveness of advertising ideas in all conceptual stages and media formats. Our top priority here is:

A comprehensive understanding of the initial momentum, i.e. the moment the advert makes its impact.

A quick and systematic representation of optimisation potential that is immediately feasible or which determines a pitch.

Qualitative pretests

Qualitative methods of advertising research (predominantly group discussions) make it possible to experience the psychological effectiveness of an advertising concept in direct contact with the target audience. A comprehensive psychological impact analysis is also carried out to develop approaches for optimising your advertising. It covers the following core dimensions:

  • Cognition (message transfer of advert content)
  • Reception (understandability, perception hurdles)
  • Emotion (appeal, likeability, emotional impact)
  • Motivation (wakening of demand and incentive for action)

Quantitative pretests

We evaluate a finalised advertisement (TV, radio or printed advert, Internet advertising or mailing) using quantitative pretests; on request, embedded in the respective environment. The survey tool, which is structured along the core dimensions of the advertising impact, involves open questions to sensitive points, thus enabling a comprehensive understanding that goes beyond a pure evaluation profile. Not only can the advertising material be analysed in the benchmark, it can – if necessary – also be developed in specific ways. Implementing the test quickly and simply in a largely automated process ensures that there isn’t a long break when creating your advertising material.

Advertising effectiveness

Successful advertising needs proof

As proof that advertising works after it has been set up, we offer an ad-hoc survey for individual advertising media or a long-term study, which assesses the campaign as a whole.

Advertising mailshot tests

As part of (partially) standardised CATI surveys, we check the individual advert typical for the defined marketing target audience for its specific activating effect in the purchasing process (behavioural effects) and in relation to its communication goals (brand name effects).

  • Behaviour effects: In addition to recall and recognition, the tool depicts the complete advertising-effectiveness funnel from awareness to activation (e.g. information behaviour shown). Further reception analyses explain the weaknesses in this chain of effects, e.g. reasons for not reading a mailing.
  • Brand name effects: Comparing the test group (with advertising contact) and a similarly structured control group in terms of key brand indicators shows how advertising content influences brand values.
  • Advertising evaluation: The core dimensions of advertising effectiveness (cognition, reception, emotion and motivation) can also be surveyed ex-post.

Advertising tracking

A successful advertising campaign not only increases advertising awareness, it also has a positive impact on the readiness to buy and on brand perception over the long term.

To prove these effects and their sustainability, a campaign-associated, standardised impact analysis (CATI or online) is needed over several reference dates. A zero measurement provides the reference point of the campaign’s effect. Ultimately, the inclusion of advertising costs makes it possible to determine the relative effectiveness of your advertising campaign compared with the competition.

Communication

Current cases

Impact of physical brand surfaces

Good question: To what extent does the external appearance of a brand, i.e. its physical brand surface, influence the image and performance...

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b2b market research at C-Suite level

b2b market research at C-Suite level (e.g. CEOs and CFOs), i.e. market research decision-makers, is notable for its multiple challenges.  But what makes...

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Measuring retailer satisfaction correctly

Researching retailer satisfaction is a specific subtype of b2b market research, as retailers often have a very ambivalent relationship with companies whose...

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PUBLICATIONS / CASE STUDIES

Selected specialist publications

Key Questions

How well is a company prepared in regard to strategic fields like digitalization, data protection, CSR or agility? In times of disruptive...

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C-Suite Customer Journey

Customer relations in the B2B top segment stand out due to their special complexity and sensitivity with high customer value. With quantitative...

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Brand identities that go beyond just high-gloss images

Large sums of money are invested in image campaigns to give a brand a unique, unmistakable image. But what happens when the...

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