Qualitative research methodologies for ad testing
Let’s face the facts ladies and gentlemen: testing ads is one of the toughest challenges in market research. There’s an ocean between how people evaluate them consciously, and how they react to them at an emotional level. So many times it happens that respondents undermine a concept just because it is unusual or has some flaws before the final execution.
So handling an ad test question with a qualitative approach must require extra care. Peti, as a qualitative researcher, will summarize now the do’s and don’ts you should consider before choosing this methodology.
1.Find insights, know your target group
Qualitative research might become handy in defined stages of platform planning. First of all, finding the right insight to build your concept on requires knowing your respondents’ thoughts, feelings and needs. Though qualitative research cannot deliver representative data, there is nothing better than discovering the hidden motifs, pain-points and needs by asking them directly. Although focus groups or in-depth interviews are the most widely used qualitative techniques, there are many innovative ways too. Mobile ethnography (when respondents communicate 24/7 through an app) or online focus groups (chat or video chat based) are fast and cost-efficient ways of exploring your target group.
2. Concept creation and fine tuning
When you find the best insight(s) the next step is to elaborate a concept which will be unique, yet understandable, while showing the brand in the best light. For this the best approach in the world of research is the focus group session. Though moderating these sessions is a challenge for the researcher, with a well-led conversation the group may overcome the obstacles of processing the concept or even the storyboard, thus you can get a relatively fast and cost-efficient answer, whether you have found the right direction or not.
Still, remember: respondents' real emotional reaction is not always the same as what they express. So even focus groups are perfect for A/B testing concepts, or making a go/no-go decision about a storyboard, but using these insights for changing smaller details about the story should be thought over. The truth is that in a focus group, 8 respondents can get hung up on a “disturbing factor” just because of over-thinking and having the task to evaluate. Trust your creatives in that aspect.
3. Testing rough cuts or on-air copies
When the copy is finished, the efficiency of qualitative research techniques are in decline. Though for storyboards or go/no-go decisions focus groups are very good, due to observing details (the sympathy of the protagonist, voice-over lines) the number of 8, 16 or even 24 respondents can be misleading sometimes. The best is to use qualitative research with a neuromarketing measurement, where you can reliably identify the emotional weak-points. Focus groups deliver the contextual explanation in addition to that. Though it takes time and effort, it is highly recommended as there is no such expensive research as airing a wrongly adjusted ad.
Overall, we can say that qualitative research is the perfect methodology at many stages of platform development, yet handling the insights should be done with precautions. Also, at times agency and marketing experts can take the risk to create something new.
written by Fülöp Péter, Senior Insight Consultant
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