Too long has the creative industry been unable to test ideas in batches to learn what works and what doesn’t before paying up to dive deep into what would.

In a time where agencies and brand teams are making decisions quickly with such an emphasis on the return, it’s startling to learn just how many go-no go decisions are arbitrarily made around a conference room table.

Why? Traditional research is slow and true optimization takes time.

Screening and validating shouldn’t stretch budgets or not get done because there isn’t enough time

Agencies & brands are now in a place to automate the analysis of multiple executions while still maintaining validated analytic frameworks using ZappiStore’s end-to-end automation platform which through 3 simple configurations can be in and out of field with a full report available in as little as 6 hours.

Take our partnership with Millward Brown for example. We have built a series of tools to test creative across platforms, leveraging the question set, analytics and norms from Link, using ZappiStore’s end-to-end automation platform.

Bringing the consumer into decision making early and often not only ensures that executions will stick but also that you don’t mistakenly throw away the next great campaign idea.

Phase 1: Screen

Compare multiple executions, see what people thin about an off the wall idea whether they be in the form of concept or edited film. Bring the consumer into the conversation when you decide which ideas to pursue.

Leveraging the power of automation the 5 cell test among smart phone owners would be done in 24 hours for as low as $4,500 per cell providing answers without interfering with campaign timing.

Phase 2: Optimize

This is the time to take the ideas that came to the surface as clear winners to the next level. In depth copy testing, facial coding and groups? MROC’s can be employed either independently or in concert to make the most out of the execution. The best part is that because we tested the right idea from the start we didn’t overspend on optimization or blinding optimize an idea that likely will never resonate with consumers. 1-2 weeks

Phase 3: Validate

The creative is close. You may have 2-3 versions with slight adjustments like which celebrity endorser, song or even color scheme you are using. With late stage tools powered by automation you can quickly test late stage ideas before your final creative is due! 12 hours

Here’s an example of how modern technology is making an impact in the creative development process.

1-WVnSqa50xC5wqVnEDWBj4g

Read more about automation here: Automation of IP vs DIY research.

Zappsters

Posted by

Zappsters

Loading Disqus Comments ...