Creative Concept Testing
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- Creative Concept Testing
Qualitative
Creative Concept Testing
- Client recently submitted a New Drug Application for a novel therapy… launch planning is underway
- The client’s advertising agency has developed a series of creative advertising concepts intended to support product launch to a professional audience
- Conduct a mix of in-person and web-assisted telephone interviews with physician types
- Solicit feedback to gauge: concept memorability, uniqueness, clarity of communication points / theme and stopping power
- Rating and ranking exercises were completed to score each concept based on its ability to convey core messaging and motivate prescribing
- The research process identified the creative campaign that best engages the customer and generates interest in prescribing
- Differentiated creative campaign identified for further development
- Recommendations for optimizing the creative and copy elements generated through the research process
