How To Quickly Hone Early Messaging and Communication

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How to Quickly Hone Early
Messaging and Communication

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Smarter, Faster Qualitative Research

3
Today’s Speaker: Monika Wingate
CEO and Co-Founder of Digsite

As brands continually update products
and messaging, the need to stay on-
point with consumers is increasing.

The solution?
Agile Ad Testing

What does agile
mean for brand
communications?
Many small experiments over a few large tests
Focus on Context & Behavior over attitudes
Team collaboration over siloed development
Adapting to change over following a plan
Iterative campaigns over Big-Bang campaigns
Source: http://agilemarketingmanifesto.org/values/

Building Agile Consumer Insights Cycles
Surrogates:
• Current
experiences
• Competitive
concepts
Ad Executions:
(online, print, video)
until attention, brand
fit and intention are
maximized.
Strategy Concepts:
• Headlines
• Imagery
• Benefits
• Claims
• Mood boards
Ad Campaigns:
Measure behaviors,
drill into the “why’s”
to feed new ideas.
CONCEPT POST-PRODUCTIONIDEA

When to Use
Qual. vs. Quant.
Quantitative
Online
Qualitative

Like Crème Brulee
Creamer? Get $5 good for…
Welcome! Thanks for sharing your thoughts
Creamer Community
Recall Interest Feedback
Can’t wait to see this in my store!
About You
Start+
Idea Stage:
INTENSIONACTION
Example: This brand was not tested

7.5
9.9
8.9
52% 32% 53%
Social Media Test Results
Attention
Interest
Ad A Ad B Ad C
: number of clicks per 1,000 impressions
Facebook Behavioral Test Results
: % who opted in among those who clicked

Idea Stage
An electronics company wanted
to develop emotional advertising
that appealed to high end buyers.
n=40
4
days
Result: Visual imagery and emotional
language that differentiates.

Case Study:
Initial Storyboards
OTC health product wanted to
explore whether their ad concept
and imagery was aspirational to
their category users.
Results: Imagery created
unintended emotional reaction.
n=75
1
day

Case Study: Ad
Development
Entertainment company
needed to identify best
bundle of offers to entice
new customers.
Result: Streamlined message
1
day
n=50

Agile Storytelling
Before watching this ad, my impression of BRAND was
After watching this ad, my impression of BRAND is
[BETTER/SAME/WORSE]
and I feel that BRAND is

• Company had concerns that
their new approach to explaining
how their product worked was
going to be an ineffective
Case Study: Explainer Video
Development
3
day
n=70

Agile Communication Check
2. After watching this video, how strongly do you
believe PRODUCT can provide BENEFIT

• Consumer’s did not respond
well to a proposed new
print ad. Why?
Case Study: Pella’s
Ad Campaign Iteration
+
1
day
1
day
+

1. Deeper understanding of what
consumers think
• Learning builds upon what you have
learned in the past
2. Cost savings
• Reduction of almost 85% on cost per
respondent per idea vs. quant testing
3. Time savings
• Agile qualitative reduced time of testing
multiple concepts by roughly 50%
Results

Use Agile
Ad Testing
to:
Test Behaviors in Small Experiments
Get Deeper Understanding
Empower Better Team Decisions
Get Feedback More Frequently
Drive Down Costs

Making the Shift to Agile Ad Testing
Find a fellow
champion in your
organizational team
1
Run a pilot study
to prove value of
rapid iteration
2
Build, test and learn
as you adapt your
research methods
3

Questions?
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700

How To Quickly Hone Early Messaging and Communication

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