The Market Insights AdVoice team is excited to test your upcoming campaign.
We have a few short questions for you to fill out. If you'd like more background information on each
question, please refer to the “more information” links provided below each question.
Who is the desired demographic?
It’s important for the AdVoice Team to understand the campaign’s target audience as this informs recruitment strategy for testing. Consumers from the general population are recruited for most AdVoice tests, but we may have the ability to recruit participants based around a certain profile – for example, “women with commercial insurance,” or “35-65 year-olds.” The ability to target a more specific profile is dependent upon the number of available panelists within the recruitment geography. Specific demographic requirements often necessitate broadening the geography. The AdVoice Team will present recruitment options to you after coordinating with Market Insights’ panel provider.
What are the business & communication objectives of this campaign?
What are you hoping to accomplish as a result of this campaign? It could be increased patient volume for a particular service line, establishment of a specific brand differentiator, increased awareness of a merger, increased preference for a cancer institute, etc. Please be as specific as possible, focusing on the primary benefit this creative is intended to achieve. This background knowledge helps the AdVoice Team summarize and make recommendations based on the test’s results. A creative brief, while not mandatory, can often provide all of these necessary details.
How will the ads be shown in market? (Media Strategy)
What media type(s) will this campaign leverage? Even if the executions included in the AdVoice test only represent a portion of the entire campaign, it is helpful for the AdVoice Team to have a high-level understanding of the campaign’s reach. When available, it is also useful to provide estimated percentages of the campaign’s overall budget that will be spent on each media type.
What is the desired geography? Please provide a list of zips or counties.
The AdVoice Team will use your list of zips or counties as a starting point for recruitment of participants for the quantitative and qualitative testing. This often begins with the definition of the area in which the advertising will be shown to consumers. Because recruitment is dependent upon available panelists who opt into the study, our panel provider can estimate how many interviews can be completed given the specified geography and any additional recruitment parameters. In order to obtain the required number of respondents for the quantitative portion of testing, it’s often necessary to broaden geography. If necessary, the AdVoice Team can work with you to define geographic tiers of preference so that a plan for expansion is in place.
What is the main idea viewers should take away from seeing your ad(s)?
The quantitative AdVoice survey aims to gauge consumer reaction to the advertising. After seeing the ads, respondents are asked to identify the main idea of the advertising in a closed-ended question to test for comprehension. There are several generic default response options provided, but one will include the intended message of the ads. In cases where there are truly two unique key messages, both may be represented in this question. When sharing this message with the AdVoice Team, try to keep it as simple and straightforward as possible.
The results of this question provide quantitative insight into consumer comprehension of the intended message.
What is the full name of the facility or system being advertised?
The hospital or brand’s full name is used to screen for consumer awareness of the entity on the quantitative survey
It is also used to test whether each respondent to the quantitative survey can accurately identify the hospital or brand advertised after seeing the ads.
Who are your top competitors for the service or brand being advertised? (Please list up to four.)
The names of up to four competitors are used merely to contribute to un-biased screening for consumer awareness of the hospital or brand being advertised. They are also used in testing for accurate identification of the hospital or brand being advertised.
Are you hoping to compare multiple executions within a single concept as part of this test, or to compare two concepts to one another?
Up to two distinct concepts, or ideas around which the campaign is organized, may be tested. In a one-concept AdVoice test, all executions of the advertising contain cohesive visual elements and messaging and respondents to the quantitative survey answer a single set of questions about the creative. In a two-concept AdVoice test, two sets of creative (each set representing a single concept) are tested. Respondents answer one set of questions regarding Concept A and the same set of questions regarding Concept B. This allows for direct comparison between the overall performance of each concept. If a two-concept approach is taken, the type(s) and number of pieces of creative tested within each concept must match. If you’re unsure of whether a one-concept or two-concept test is appropriate based on the creative to be tested, the AdVoice Team can recommend the best approach.
Allowed Media Types
Please ensure that any copy included in static images is clearly legible in its final screen format. This is critical since consumers cannot properly evaluate creative if they cannot read all the copy. Images must not be pixelated when presented to respondents in the survey. Each full-size image to be shown should be approximately 800 x 600 pixels or 600 x 800 pixels. These dimensions allow the creative to be presented to survey respondents as large as possible without necessitating scrolling within a web browser window on a typical desktop or laptop screen.
If opting to test an animated creative piece for a video or digital ad, please ensure that the files do not exceed 15 MB in size. Files larger than this are incompatible with our survey platform and cannot be used. If unable to stay within size constraints, consider uploading the creative to a video-hosting website such as Youtube or Vimeo – this 15 MB limit does not apply when uploading to websites such as these.
*Please share images of both the front and back of direct mail pieces. The back must include a mock mailing address. These will be shown in tandem within the survey.
**If final version of a live-action video is not available, an animatic or storyboard may be tested instead.
Do you want an online focus group?
This is recommended and at no additional charge. Only 2 creative pieces will be shown in the focus group.
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