Ipsos ASI Products
A test of the advertising strategies (messages) in the simplest form (e.g. 4-5 sentences with a product picture), allowing our clients to quickly and efficiently assess the potential of advertising strategies prior creative development, in terms of its:
- impact on brand equity
- brand fit
- motivation to purchase
- main idea communication
- drivers of efficacy.
Next*AdStrat helps to choose the right message for further creative development prior to making investments into creative development.
Next*AdLab and Next*StratLab are the latest of Ipsos ASI's Next* pre-testing solutions. Comprised of a combination of quantitative interviews, followed by qualitative focus groups (among a smaller group of the same audience), helping our clients select the creative approach or strategy with the highest potential as the study takes place. This methodology screens concepts and can incorporate any type of stimulus (white cards, strategy boards, storyboards, and animatic ads).
- Quick results in Real Time - screens 2-3 ads in 1-2 days with immediate results. In quantitative stage respondents vote using touchpad, clients see results in real-time on a screen in an adjacent room.
- Interactive: allows for real-time interaction between client, agency and researcher. Qualitative stage is conducted immediately following the quantitative portion to further explore and understand how our ads are perceived by consumers.
A test of the advertising creative ideas in the form of a video story board or animatic video that helps to quickly and efficiently assess the potential of the execution, at an early stage of its creation, in terms of its:
- copy recall potential
- motivation potential
- impact on brand equity
- main idea communication
- brand linkage.
Next*Idea helps to select the most potential idea and optimize it prior to making investments into final advertising selection and production.
The closest methodology to real TV viewership behavior. Next*TV measures the final copy efficacy through the following through a unique study design: Next*TV copy tests are carried out in the respondent's at home, with the test ad being shown in a clutter within a commercial break during an actual television show.
Major Next*TV measures include:
- Related Recall, indicating how effectively the copy stands out from the clutter, catches the eye of the target, impacts the audience
- Persuasion Index, demonstrating the level of persuasiveness of the commercial and the level of motivation to purchase the advertised brand
- Main Idea communication
- Brand Equity Input
- Overall copy and brand diagnostics
- Next*TV copy test results are presented against an extensive normative database. Clients enjoy local database normative benchmarking. Clients get the full deck of information on copy efficacy and recommendations prior campaign investments in order to optimize their media plans.
Ipsos ASI Next*Print, Next*Outdoor, Next*Radio our global pre-testing system, provides key ad effectiveness and diagnostic insights into your print, outdoor or radio advertising. Next*Print, Next*Outdoor, Next*Radio are an masked ad testing system designed to parallel our Next*TV pre-testing system in methodology, testing environment, sample, and key measures.
Next*Print provides multiple measures of a print ad's potential to impact your brand:
- Related Recall, which reflects the extent to which the ad was noticed, remembered and associated with the brand.
- Persuasion, which measures the ability of the ad to change a consumer's beliefs, attitudes or intended behavior.
- In-depth Diagnostics to provide key actionable feedback on the ad.
- Next*Print is our in-magazine test. In Next*Outdoor we placed tested ads into city environment. Radio ads we evaluate inside radio program via our Next*Radio.
To evaluate if copy (final or nearly final execution) has potential to trigger kids' reactions in terms of their purchase behaviour and attitude towards the brand special Next*Kids was developed.
In today's dynamic media environment, savvy marketers no longer rely on single ads in traditional media. But how do you know whether your multimedia communications are working together? Ipsos ASI has the expertise and the research tools to evaluate multiple ads and multimedia campaigns holistically - and to measure the contribution of each message - to engage the consumer, drive sales, and reinforce brand equity, across the whole range of consumer touch points.
Next*360 brings Ipsos ASI's proven methods and sales-validated measures to an interactive, multimedia pretest. Evaluative measures gauge the campaign's overall potential for visibility, branding, and persuasion. A unique rotation analysis shows you what each message contributes to the whole. In-depth diagnostics reveal what's working, what's not, and why, to help you refine the fit and the mix across media.
A post-campaign testing tool that helps to assess the actual effect of the campaign with a single measurement following in market airing. Next*On-air measures the combined effect of advertising quality (creative work) and media campaign in a real-life competitive environment. Among other things, it helps to answer the following pertinent questions:
- Does the campaign leave consumers with a brand-associated message? - Related Recall and Brand Linkage
- Is it advisable to use the same advertising in the future? - How does increasing the OTS affect media effectiveness?
- Does the copy motivate to purchase the brand?
- Does the commercial build Brand Equity? - Brand health
- How does the advertising work? - Diagnostics
- Next*Quali - The qualitative research/ Next Focus Groups can be done before the quantitative: "Pre-Quanti":
- In order to optimize and screen the ads before investing in quantitative test
- In order to prepare the quantitative stage: identify important dimensions to ask questions about
- The qualitative research can be done after the quantitative: "Post-Quanti"
- In order to understand, in depth, an issue identified by the quantitative
- To identify ways of fine-tuning the copy
- Next*Quali searches for the aspects that leverage or block the potential of Reach (Visibility and Brand Linkage) and the Response from Consumers (Persuasion and Equity building blocks)
Continuous or dip-stick tracking is an important part of any advertising research process. It can provide information on ad performance "in market" where the environment is constantly changing.
Ipsos-ASI's Brand*Graph Tracking Service is proven, and has been used in 60+ categories since 1986 on multinational level and 35+ categories in Russia. Our approach is based on the 20 years global experience and 7 years of tracking studies in Russia, comprehensive local and regional databases and proven media modeling. These features provide clients with "added value" and ensure sound decision-making on creative and media issues.
In today's dynamic media environment, savvy marketers no longer rely on single ads in traditional media. But how do you know whether your multimedia communications are working together? Ipsos ASI has the expertise and the research tools to evaluate multiple ads and multimedia campaigns holistically - and to measure the contribution of each message - to engage the consumer, drive sales, and reinforce brand equity, across the whole range of consumer touch points.
Brand*Graph360o gives you in-market measurement across the full range of consumer TouchPoints - paid media (TV, Radio, Website, POS, etc.), and everything else (PR, word of mouth, etc.) - to tell you which media or contact points are reaching consumers, and how they overlap or interact.
Brand*Graph Express is a new fast, affordable tool to assess and maximize copy and media performance. This light post-test instrument allows to evaluate ad in any media and answer if the ad had an impact on driving sales / consumption profile and created emotional response, should we use the same copy in future and what media plan is optimal in terms of achieving needed level of brand awareness, Equity parameters and purchase intent.
Ipsos-ASI's philosophy states that both short-term and long-term effects are important in advertising. This is why all components of our advertising research tools help to measure Brand Equity (Differentiation, Relevance, Popularity, Quality Familiarity and Substitutability).
The Equity*Builder permits an in-depth analysis of brand equity and brand health. It assesses multiple dimensions of brand health and helps clients to understand what drives consumers to their brands versus the competition. Unique to Equity*Builder is that it assesses brand health in terms of brand image, involvement, substitutability and pricing. Equity*Builder helps to clearly identify the dimensions and specific brand attributes that are of key importance to brand health and communication.
For all questions please contact Elena Speer.
e-mail: elena.speer@ipsos.com
Tel.: +7 (495) 981 5646 Fax: +7 (495) 981 5647
