Communicatie concept test
By conducting a concept test, you can discover how your target group responds to a new/innovative communication concept. Imagine you are planning to launch a product or service. The first step is to develop a communication strategy that presents your product to the target group. The strategy may involve a variety of communication options, for example a radio or TV commercial, a magazine advertisement or a complete campaign that combines all these elements.
You want the chosen communication to match your brand, your target group and the promise you wish to communicate. Your message must be clearly received by the members of your target group, and stick in their memory. You can check whether these goals are achieved by conducting a concept test.
A communication concept test measures the effectiveness of a campaign and allows you to check:
- to what extent your communication represents the right (emotional) translation of the strategic idea;
- how well the campaign is understood and appreciated (identification, relevance);
- which emotions the campaign elements evoke, at what point; whether and when the prospects for action are understood and embraced;
- what real indicators are revealed for further optimisation.
Subliminal influencing in communication
In the past a concept test was focused mainly on the more rational and conscious processes. However, most average consumers rarely say what they are doing and do not always do what they say they intend to do. When consumers are asked about their purchases after the event, they often reveal post-rationalisation of their own (subconscious and irrational) behaviour.
For that reason, in modern concept testing we also use irrational behaviour and subliminal influencing in communication as the starting point for human information processing and decision-making behaviour.
The more factual and rational the behaviour of the respondent, the more explicit our questioning becomes. The more subconscious the motives and preferences are, and in situations in which the respondent is unable or unwilling to tell the truth, the more implicit and non-verbal we make our method of questioning and survey technique.
Measuring the emotional charge of the campaign
The emotional impact of any campaign plays a key role in encouraging people to take the right action, for example to purchase your product.
Blauw employs a variety of study methods to expose implicit impact. For a TV commercial, for example, we deploy online FaceReading in combination with an Implicit Association Test (IAT). Scene-by-scene, this makes it possible to map out the emotional experience of the commercial. By combining this with an IAT, a picture emerges of the effect of the campaign on specific values and/or associations. We use the IAT to measure the extent to which and the speed with which specific values or associations are evoked and to assess the strength of the connections with the brand, service or topic.