Advertising and communications testing

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Going beyond the rational

So many pre-testing methods still concentrate on rational persuasion, yet one of the most important aspects of evaluating today’s advertising is to understand the effect it has on a consumer’s emotional  engagement with the brand. 

Conquest has pioneered a new approach called Metaphorix® which uses online visual representations of primary metaphors to plug directly into how consumers really feel about advertising or brand communication.

By integrating Metaphorix® with more conventional questioning techniques, our advertising research looks at all aspects of consumer response to an ad: conscious and unconscious; rational and emotional.

Metaphorix® is different because it tells you how consumers really feel about advertising

1. Sometimes it is hard to pick out the ‘great’ ads from the merely ‘good’. With Metaphorix®, consumers are much more likely to use extremes of scales to show how they really feel - pulling apart response to different advertising executions.
2. With so much advertising nowadays designed to elicit emotional reaction, rather than to communicate a rational message, it is often hard to see a shift in measures such as purchase intent or attitudinal persuasion. Metaphorix® measures are sensitive enough to pick up the key brand engagement shifts (e.g. brand warmth, closeness) engendered by the advertising.
3. Our non-verbal Metaphorix® approach can be employed universally to measure engagement with brands and advertising – again a key benefit as advertising is often designed for a multi-country audience.
4. Metaphorix® makes the interview more interesting and involving for the respondent. This increases the depth of response, producing higher quality data and richer verbatim comments – and so better guidance on how to improve your communication.

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