Creative Testing

Creative testing is executed both online and face-to-face, either quantitatively or qualitatively. We are able to test in all international film markets at short notice and to rapid deadlines.

Standard industry measures include interest in seeing the film (pre and post exposure to the image, trailer or spot); likes and dislikes; standout elements; confusion; appeal of talent, and perceived market.

i) Quantitative: online or face-to-face

Quantitative creative testing provides an immediate reaction to treatments. Monadic (single show) or comparative research will be conducted, depending on the number of treatments to be tested. Quantitative findings are supported by verbatim comments, giving depth and insight to the results.

Online testing allows for easy geographic reach in a relatively short field period. Face-to-face studies allow for greater exploration of materials and, again, can be conducted either monadically or comparatively.

A monadic methodology typically exposes each treatment to a minimum of 300 individuals (dependant on sample composition).

ii) Qualitative: face-to-face

Qualitative, face-to-face testing of a number of treatments allows a fuller exploration of how the consumer might read an image or a TV spot/trailer by exploring in detail the signals and messages conveyed by key concepts.

Upwards of three in-depth focus groups are typically held for this type of work, though it is also possible to run a series of temperature check mini-groups.

Note: Title testing can also be incorporated into a Creative test to understand if, and how, the creative/title combination alters the target market perception of the film.