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Report forKittens R Us LtdSeptember 2016

Research Engine Easy Ad Test Demo ReportResearch Engine Easy Ad Test Demo Report Page:2Page:2

COMPETITOR PRE-TEST REPORT

Content

Know how well your chosen concept will perform against the key competitors' adverts before you launch.

Provides evidence that shows if your campaign is likely to win (or lose) in the real world.

Make last minute changes while you still have full control.

This report contains the following profiles for each advert you submitted:-

- Gut choice vs head choice - Branding power - Advert stopping power - Customer take out story - Most eye catching area of the advert - Main message of the advert - Perceived qualities/values in the advert - Emotive response elicited by advert - Agreement with AIDICA statements

Survey information

The target sample for this survey was xxxxxxxxxxxx.

The survey took place between the xxth and xxth of xxxx.

Xx surveys were completed.


Adverts tested

Kitten to lion advert

Lady in mirror advert


KITTEN TO LION ADVERT PROFILE


GUT CHOICE VS HEAD CHOICE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Attention grabbing at first sight Final Advert Choice

12%

84%

80%

16%

Lady Kitten

In a moment you will see two images on the screen for 5 seconds - please use your gut reaction and click on theone that you like the best.

Now finally here are the images again - please take your time to make your final choice about which one youwould like to keep?

How to read this slide

There are two questions shown here; on the left is the choice relating to Gut Reaction and on the right the choice relating to Head Reaction.

Before you decide which answer is correct, consider first what the purpose of the communication is. You may in fact have already defined this before the concepts were drawn up, now you can judge if the concepts are delivering against the objectives.

Look out for the biggest differences. Be careful when things look similar, checkwww.calculator.net/sample-size-calculator.html for advice.


BRANDING POWER

Research Engine4%

Kitten Magic8%

Don't know36%

Easy Ad Test52%

What brand was being advertised in the advert that was in position B?Base = 25

Brand advertised

Kitten Magic8%

Easy Ad Test8%

Don't know40%

Research Engine44%

And which company was that advert from?Base = 25

Company advertising


The adverts were shown on screen for a few seconds and then removed from view replaced by a list of brands and a list of companies.Association with the image is expressed as a % of the total number of respondents.

Questions to ask:Does the image help or hinder how the reader collects information about the brand or manufacturer name?Is there a link between BRANDING POWER and BRAND AWARENESS answers?



ADVERT STOPPING POWER

Yes48%

No20%

Don't know32%

If you saw that advert in a magazine would you stop and read it?Base = 25


Partipants were shown the advert/image and asked if they would stop and read it. This is a very RATIONAL question and may exhibit a very different answer compared with questions that ask for spontaneous choices.

Questions to ask:Does your brand have stopping power compared with other brands?Is there an emotive element to its stopping power when you compare it with results from other questions?



CUSTOMER TAKE OUT STORY 2 - WORDS

That advert was telling me ...

Engine

Research

Don't ads

advertising

easierknow

proud

sure

testing

think

Please complete the sentence: That advert was telling me that ………Base=25


The text is verbatim – that means it shows exactly what WORDS people used when they saw the advert.

Each participant was able to use their own words to describe the take out message.

ANALYSIS OF WORDS gives a more concise summary of what was said. The size of any of the text relative to its neighbour's shows how much more or less frequently it was mentioned. So the larger the text the more people said it - so take more notice of it.

Questions to ask:Is the text correct or can it be fine tuned and more effective?Is there an unexpected take out result that can be easily corrected?


HEAT MAP 1: MOST EYE CATCHING AREA OF THE ADVERT

Easy Ad Test by4%

I had no idea how easy it was8%

Research Engine8%

Kitten12%

Lion Head68%

Here is one of the adverts. Please use your curser to hover over and click on the ONE area of the advert that firstcatches your eye.Base=25


In this question each person could click just ONE zone of the advert, what you see here is frequency of all clicks expressed as a % of the number of respondents.

What are you looking for – is the result highly concentrated in one area or spread across a number of areas?

Is your communication objective aided or hindered because of what is or is not getting attention?

When you compare these results with stopping power or awareness or spontaneous choice questions, do you get the impression the layout is helping or hindering the reader's understanding?


HEAT MAP 2: MAIN MESSAGE OF THE ADVERT

Easy Ad Test by4%

Kitten12%

Lion Head16%

I had no idea how easy it was24%

Research Engine44%

Now please click on the one area of the advert that you think conveys the main message.Base=25


In this question each person could click just ONE zone of the advert. What you see here is frequency of all clicks expressed as a % of the number of respondents.


Ask yourself if the main message is physically in the same place as or logically connected to the most eye catching zone; if it is the advert is more likely to work in a fluid way, if not you may have conflict in the design.


PERCEIVED QUALITIES/VALUES IN THE ADVERT

cou

rag

eo

us

idealistic

attr

acti

ve

confident

en

erg

eti

c optimistic

provocative

inq

uis

itiv

e

independentstriving

dar

ing

eas

y-g

oin

g

good listener

un

de

rsta

ted

acti

ve

cheerful

individualistic

inve

nti

ve

organisedpassionate

pla

yfu

l

restless

tru

stin

g

What qualities do you think are being conveyed by this image - pick up to a maximum of 3 from this list and/or use your own words if you want.Base=25


In this question each person could choose up to three items from a carefully selected word list. The list of words used are widely tested positive attributes/values that are often attached to brands.

The bigger the word relative to its neighbour, the more times it was mentioned.

Questions to ask:Look at the main qualities shown – do they match what you were planning to communicate?How do your results compare with the competitor's?


EMOTIVE RESPONSE ELICITED BY ADVERT

po

we

rfu

l

protectedco

nfi

de

nt

libe

rate

d

transformed

care

d f

or

sup

eri

or

effective independent

un

de

rsto

od

wise

a se

nse

of

ach

ieve

me

nt

app

reci

ate

d

con

ten

ted

de

sire

d

hig

h-p

erf

orm

ing

individual

op

tim

isti

c

How do you feel when you look at this advert? Pick up to a maximum of 3 words or phrases from this list and/or use your own words if you want.Base=25


In this question each person could choose up to three items from a carefully selected word list. The list of words used are widely tested 'feeling descriptors', that can often be attributed to brand response.


Questions to ask:Look at the main feelings that were expressed – do they match the experience that you want your customers to have?Compare your results with other brands - are you different enough?


AIDICA

Aidica is a widely used model to help map out communication in customer journeys.

Awareness -Describe what the product or service is and the problem it solves for the customer.

Interest - Describes the pains and problems the customer is facing, so they can go “that’s for me!”

Desire - Describe the solution. Prove value has been delivered for a similar person, stimulating aspiration towards achieving the same results.

Intent - Realisation that “I need this…” followed by decision to buy, because value delivered overcomes the pain of action.

Conviction - The customer is looking for reassurance so they have confidence in their decision - proof, social validation, guarantees etc to derisk action.

Action - Instructions for the customer to follow and accept an offer or purchase.


AGREEMENT WITH AIDICA STATEMENTS - STEP 1 - MEAN SCORES

A. It makes me aware of the product

I. I can identify with the story/message in the advert

D. It shows me clearly what the product does

I. It helps me to understand that the product could beuseful for me personally

C. It demonstrates proof and gives assurance that it'sworth looking into

A. It encourages me to consider the product very seriously

3.16

2.80

4.04

2.96

3.12

3.40

To what extent do you agree or disagree with each statement when you look at this advert?


AIDICA STEP 1Look at the shape of the curve and decide where on the customer communication journey your message is seen to be placed?

Question to ask:Is the communication purpose clear/focused or dispersed/ confused?Do these results appear to correlate with other results such as the heat maps and the message take out word clouds?Is the focus of the message in the customer journey where you intended it to be when you were developing the communications plan?


AGREEMENT WITH AIDICA STATEMENTS - STEP 2 - RANGE






A. It encourages me to consider the product veryseriously

4% 24% 36% 28% 8%

4% 12% 44% 20% 20%

4% 20% 44% 32%

4% 20% 56% 16% 4%

12% 24% 44% 12% 8%

8% 20% 36% 20% 16%

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree



AIDICA STEP 2

Having decided where the focus point of the message is, you can see how the scores are distributed to create the result.

Questions to ask:Are the results polarized? You may have a divided audience response.


LADY IN MIRROR ADVERT PROFILE


GUT CHOICE VS HEAD CHOICE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Attention grabbing at first sight Final Advert Choice

12%

84%

80%

16%

Lady Kitten

In a moment you will see two images on the screen for 5 seconds - please use your gut reaction and click on theone that you like the best.

Now finally here are the images again - please take your time to make your final choice about which one youwould like to keep?


There are two questions shown here; on the left is the choice relating to Gut Reaction and on the right the choice relating to Head Reaction.

Before you decide which answer is correct, consider first what the purpose of the communication is. You may in fact have already defined this before the concepts were drawn up, now you can judge if the concepts are delivering against the objectives.



BRANDING POWER

Mirrors 'r' Us16%

Easy Ad Test36%

Don't know48%

Imagine you are still looking at the two adverts you saw on the previouspage.What brand was being advertised in the advert that was in position A?Base = 25

Brand advertised

Mirrors 'r' Us4%

Easy Ad Test16%

Research Engine36%

Don't know44%

And which company was that advert from?Base = 25

Company advertising


The adverts were shown on screen for a few seconds and then removed from view replaced by a list of brands and a list of companies.Association with the image is expressed as a % of the total number of respondents.

Questions to ask:Does the image help or hinder how the reader collects information about the brand or manufacturer name?Is there a link between BRANDING POWER and BRAND AWARENESS answers?



ADVERT STOPPING POWER

Yes60%No

12%

Don't know28%

If you saw that advert in a magazine would you stop and read it?Base = 25


Partipants were shown the advert/image and asked if they would stop and read it. This is a very RATIONAL question and may exhibit a very different answer compared with questions that ask for spontaneous choices.

Questions to ask:Does your brand have stopping power compared with other brands?Is there an emotive element to its stopping power when you compare it with results from other questions?



CUSTOMER TAKE OUT STORY 2 - WORDS

That advert was telling me ....

Don'tknow

Research

Engine

surehelp

AdEasy

test

AdsDeciding Somethingdifficult

knew

reallythought

without

Please complete the sentence: That advert was telling me that ………Base=25


The text is verbatim – that means it shows exactly what WORDS people used when they saw the advert.

Each participant was able to use their own words to describe the take out message.

ANALYSIS OF WORDS gives a more concise summary of what was said. The size of any of the text relative to its neighbour's shows how much more or less frequently it was mentioned. So the larger the text the more people said it - so take more notice of it.

Questions to ask:Is the text correct or can it be fine tuned and more effective?Is there an unexpected take out result that can be easily corrected?


HEAT MAP 1: MOST EYE CATCHING AREA OF THE ADVERT

Lady's face12%

Face in mirror88%



In this question each person could click just ONE zone of the advert, what you see here is frequency of all clicks expressed as a % of the number of respondents.


Is your communication objective aided or hindered because of what is or is not getting attention?

When you compare these results with stopping power or awareness or spontaneous choice questions, do you get the impression the layout is helping or hindering the reader's understanding?


HEAT MAP 2: MAIN MESSAGE OF THE ADVERT

Cat4%

Lady's face4%

Easy Ad Test8%

I thought I knew what I was doing...8%

Face in mirror76%



In this question each person could click just ONE zone of the advert. What you see here is frequency of all clicks expressed as a % of the number of respondents.


Ask yourself if the main message is physically in the same place as or logically connected to the most eye catching zone; if it is the advert is more likely to work in a fluid way, if not you may have conflict in the design.


PERCEIVED QUALITIES/VALUES IN THE ADVERT

mysteriousprovocative

mis

chie

vio

us

cau

tio

us

individualistic

dar

ing

asse

rtiv

e

confident

ide

alis

tic

imag

inat

ive

op

inio

nat

ed

op

tim

isti

c

pas

sio

nat

e

playful

un

der

stan

din

g

understated

What qualities do you think are being conveyed by this image - pick up to a maximum of 3 from this list and/or use your own words if you want.Base=14


In this question each person could choose up to three items from a carefully selected word list. The list of words used are widely tested positive attributes/values that are often attached to brands.


Questions to ask:Look at the main qualities shown – do they match what you were planning to communicate?How do your results compare with the competitor's?


EMOTIVE RESPONSE ELICITED BY ADVERT

reb

ell

iou

s

transformed

pio

ne

eri

ng

self

-exp

ress

ion

individual

ren

ew

ed su

pe

rio

r

po

we

rfu

l

How do you feel when you look at this advert? Pick up to a maximum of 3 words or phrases from this list and/or use your own words if you want.Base=13


In this question each person could choose up to three items from a carefully selected word list. The list of words used are widely tested 'feeling descriptors', that can often be attributed to brand response.


Questions to ask:Look at the main feelings that were expressed – do they match the experience that you want your customers to have?Compare your results with other brands - are you different enough?


AIDICA

Aidica is a widely used model to help map out communication in customer journeys.

Awareness -Describe what the product or service is and the problem it solves for the customer.

Interest - Describes the pains and problems the customer is facing, so they can go “that’s for me!”

Desire - Describe the solution. Prove value has been delivered for a similar person, stimulating aspiration towards achieving the same results.

Intent - Realisation that “I need this…” followed by decision to buy, because value delivered overcomes the pain of action.

Conviction - The customer is looking for reassurance so they have confidence in their decision - proof, social validation, guarantees etc to derisk action.

Action - Instructions for the customer to follow and accept an offer or purchase.


AGREEMENT WITH AIDICA STATEMENTS - STEP 1 - MEAN SCORES






A. It encourages me to consider the product very seriously 2.36

2.76

2.72

2.88

2.36

2.48



AIDICA STEP 1Look at the shape of the curve and decide where on the customer communication journey your message is seen to be placed?

Question to ask:Is the communication purpose clear/focused or dispersed/ confused?Do these results appear to correlate with other results such as the heat maps and the message take out word clouds?Is the focus of the message in the customer journey where you intended it to be when you were developing the communications plan?


AGREEMENT WITH AIDICA STATEMENTS - STEP 2 - RANGE






A. It encourages me to consider the product veryseriously

64% 36%

12% 24% 44% 16% 4%

48% 32% 20%

20% 36% 24% 16% 4%

4% 24% 52% 20%

24% 32% 32% 8%4%

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree



AIDICA STEP 2

Having decided where the focus point of the message is, you can see how the scores are distributed to create the result.

Questions to ask:Are the results polarized? You may have a divided audience response.

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