Increasing Advertising Effectiveness: How to Incorporate Consumer Feedback Early

Presented by

Matt Warta, GutCheck and Mirena Zannou, Braun Female Grooming at Procter & Gamble and Heath Greenfield, Millward Brown

About this talk

Advertising is a $570 billion global business with money being spent in three ways—media buys, creative production, and market research. Each piece of the advertising business is critical and when executed correctly, can make for an extremely successful ad. However, as we all know, budgets are tight and timelines are short. Furthermore, it can be hard to find the time and money to do validation testing on TV commercials, let alone research on early-stage creative and digital ads. And with the big shift to digital advertising, researchers need to rethink traditional research practices to ensure that their digital ad executions are getting the level of consumer feedback needed to support better media effectiveness. With the knowledge that clients are continually facing challenges around incorporating iterative consumer feedback early and throughout the creative process, GutCheck and Millward Brown came together to create Pre-LinkNow. Pre-LinkNow is a qualitative research solution that helps insights and brand teams integrate the consumer voice at any stage of the creative development process, from storyboard or sketch to final cut, regardless of medium. Pre-LinkNow is founded in the Millward Brown Link™ framework so you can use a common study language across qualitative and quantitative copy research.

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GutCheck is a global, online agile market research solution that enables our clients to get quick consumer reads to answer business questions as they come up.