On Strategy Showcase
The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS
Jul 8, 2024
Two industry experts, Jon Evans from System1 and Pedr Howard from IPSOS, discuss the importance of pre-testing in advertising research. They highlight the need for a nuanced approach, emphasizing emotional responses, idea comprehension, and brand recognition. The conversation also touches on early-stage research, testing advertising platforms, and the challenges of measuring advertising impact.
55:20
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Quick takeaways
- Pretesting in advertising ensures optimal results by identifying improvements in early stages.
- Measuring emotional responses aids in tailoring ad strategies for better audience connection.
Deep dives
Early Stage Testing and Rating of Ad Campaigns
Ad campaigns like Aldi's Christmas campaign are tested in February even though they will air at Christmas. John Evans mentions that Aldi's campaign usually starts with a one to two-star rating in the testing's early stages, aiming to improve it to 5 stars before airing. This early assessment helps in making crucial decisions about the campaign's development and performance.
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