Evaluating creative against customer needs and emotional tone

The Challenge

Client was developing a new campaign with a clearer value proposition for a product where growth had stalled. We needed to identify the creative concept that appealed both emotionally and to the unified needs of the key prescriber segments, assessing imagery, copy and taglines. 

Our Approach

• Stage 1: Qualitative test to explore each concept and its benefit territories and to understand why certain concepts are more appealing and motivating than others with facial coding to provide additional layer of ‘true’ emotion 

• Stage 2: Quantitative survey to measure appeal of the existing and 4 new concepts. We used techniques to test the concepts, including our IMPACTS framework, heatmaps and highlighting exercises.

The Outcome

Our IMPACTS framework provided standardized scores (overall and for key metrics) and determined the winning concept. Heatmaps, text highlighting and facial coding was used to provide a deeper layer of insight to support the quant findings ensuring the final concept addressed needs and resonated on an emotive level.