Concept Generation and Testing

Figure 19-3 describes the process involved in advertising concept testing, which is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. Positioning statements, copy, headlines, and/or illustrations may all be under scrutiny. The material to be evaluated may be just a headline or a rough sketch of the ad. The colors used, typeface, package designs, and even point-of-purchase materials may be evaluated.

One of the more commonly used methods for concept testing is focus groups, which usually consist of 8 to 10 people in the target market for the product. Companies have tested everything from product concepts to advertising concepts using focus groups. For most companies, the focus group is the first step in the research process. The number of focus groups used varies depending on group consensus, strength of response, and/or the degree to which participants like or dislike the concepts. Some companies use 50 or more groups to develop a campaign, although fewer than 10 are usually needed to test a concept sufficiently.

While focus groups continue to be a favorite of marketers, they are often overused. The methodology is attractive in that results are easily obtained, directly observable, and immediate. A variety of issues can be examined, and consumers are free to go into depth in areas they consider important. Also, focus groups don't require quantitative analysis. Unfortunately, many managers are uncertain about research methods that require statistics, and focus groups, being qualitative in nature, don't demand much skill in interpretation. Weaknesses with focus groups are shown in Figure 19-4.

• The results are not quantifiable.

• Sample sizes are too small to generalize to larger populations.

• Group influences may bias participants' responses.

• One or two members of the group may steer the conversation or dominate the discussion.

• Consumers become instant "experts."

• Members may not represent the target market. (Are focus group participants a certain type of person?)

• Results may be taken to be more representative and/or definitive than they really are.

Figure 19-4 Weaknesses associated with focus group research

Figure 19-4 Weaknesses associated with focus group research

Clearly, there are appropriate and inappropriate circumstances for employing this methodology.

Another way to gather consumers' opinions of concepts is mall intercepts, where consumers in shopping malls are approached and asked to evaluate rough ads and/or copy. Rather than participating in a group discussion, individuals assess the ads via questionnaires, rating scales, and/or rankings. New technologies allow for concept testing over the Internet, where advertisers can show concepts simultaneously to consumers throughout the United States, garnering feedback and analyzing the results almost instantaneously. While this methodology is gaining acceptance, traditional methods are more commonly used (See Figure 19-5).

Continue reading here: Rough Art Copy and Commercial Testing

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