EdentifyFast, effective insights and innovators in consumer research

About Edentify

We workwith businesses in the following industries:

- Market research consultancies- Media agencies- Advertising/full service agencies- Marketing consultancies- FMCG- Media- Publishing- Financial services- Retail

Branding studiesMarket sizingCustomer satisfactionAdvertising awareness/effectivenessNew concept testingPitch research

When you need numbers

Our services

Online/Mobile surveying Online communities

New concept testingPurchase behaviourSample testingCreative testingProduct or service testing

When you need deeper insights

A new approach to communication testing…

Three factors inhibiting good communication research

People don’t consume media in a focus group room, but we expect them to evaluate to creative ideas or executions there

Artificialenvironment

1

It’s hard for people to wrap their heads around new ideas at the best of times so why do we expect them to grasp new concepts, that may just be ideas and not fully crafted, in the space of an hour or two

Timeconstraints

2

At best – in a focus group we hear something from everyone, but due to time constraints, we never hear everything from everyone

Something fromeveryone… at best

3

Online Group ForumsA new, immersive way to explore creative

communication concepts• Creative testing using Online Group Forums

enable us to fully explore reactions to creative ideas and concepts

• We get to enter the world of the research participant; we do not force them to enter our world

• When testing online we can control the influence between participants and the moderator

Key benefits

No time pressures to attend a focus group which means we get to speak to a wider audience.We get to speak to people who otherwise may be busy when focus groups are normally held.

Greater genepool

1

Home banking, on-line dating, Facebook etc. People organise their lives and relationships on-line at a time when it suits them.Research should be no different.Participants and moderators can dip in and out throughout the duration of the study.

Asynchronousmethod

2Online group forums last longer than focus group and this means people get to sit with an idea longer, understand it, then make judgement.Forums can be extended over time – posing questions, evolving concepts and re-testing.

Over night orover a month

3

Example 1 – 1 concept, 20 participants, 2 days

Introduction and thoughts and

feelings about brand / category

Introduction to creative concept

Initial thoughts and reactions

Does this remind you of anything (other advertising etc.)?Look for other category examples

Where does the concept fit? TV, outdoor, web etc.

Capture thoughts and experiences over last 24 hoursHave their feelings changed and why? Wrap up and close

Day 1 Day 2

24 hour task

Example 2 – 2 concepts, 20 participants, 3 days

Introduction and thoughts and

feelings about brand / category

Introduction to creative concept

– split into 2 groups

Initial thoughts and reactions

Does this remind you of anything(other advertising etc.)?

Look for other category examplesWhere does the concept fit? TV, outdoor, web etc.

Capture thoughts and experiences over last few daysReactions to the different concepts and how these might have changedWrap up and close

Day 1 Day 3

24 hour task

Day 2

Capture thoughts and experiences from the 24 hour taskCompare the 2 executions and discuss

What is the best stimulus to use?

• Depending on how far the creative idea is executed…

Simple animatic

Storyboards

Moodboards Photos

Video or Audio clips

• Anything that helps bring the idea to life for the participant

The outputs• Comprehension of message and call to action, with recommendations on

any areas for optimisation

• How communication involves and engages participants, how this impacts brand involvement and how it aligns with over-arching brand strategy

• How well the execution or idea stands out amongst other communication (broadly and at a category level)

• An understanding of the evolution of participant's understanding of this creative – how they initially think and feel about it, versushow they think and feel after having the idea sit with themfor a while

Why is this method effective?LET AN

IDEABREATH

We don’t base our results on an initial response, but how people think and feel about the idea over a day or two

LIFEWITH THE

IDEA

We let people live with the creative idea in their real life. Not in the artificial environment of a group room

EVERYTHINGFROM

EVERYONE

We get full and detailed responses from all participants, resulting in a much more solid understanding of opinion

MAKELINKS WITH

CULTURE

We let people make links and see similarities with other examples in their lives to help them understand a concept further

DEBATEAND

INTERACTION

We allow debate and interaction between participants beyond our own line of questioning to make sure we don’t miss anything important

How do we share results?

We can offer:

Real-time results

Web-based reporting

Charting system

Create filters/segments

Open text analysisData export into

Excel and other reporting systems

Client dashboards

EdentifyFast, effective insights and innovators in consumer research