Ad Testing
Stratalys conducts advertising evaluation studies for trade associations,
non-profits, Fortune 500 corporations, and political organizations. We
specialize in creating strategies for policy-related and political ad
campaigns. Stratalys maintains a database of ad performance benchmarks so
that our tests can objectively assess what is a good ad and what is a bad
ad. This proprietary resource is unmatched by any other research firm.
Here is one illustrative example of a recent Advertest study...
- A public relations firm was developing a major ad campaign on behalf of an
institutional client. Stratalys designed and deployed an Advertest study to
evaluate three TV ads and 6 print ad executions. Detailed feedback was
gathered from 1000 opinion leaders in relevant media markets throughout the
country. Diagnostic ratings revealed two of the TV spots and four of the
print ads to be the most persuasive and impactful. By comparing these
ratings with Stratalys' benchmark database, the ads were ranked in the top
tier of all previously tested policy ads. Further, moment-to-moment ratings
for one of the TV ads exposed a weakness in the messaging during the last
half of the ad; the ad agency used this information to make improvements to
that section before final broadcast. Finally, our client gained information
on where to make ad buys and how much to spend on each ad based on ad
performance specifically among women aged 35-54, a key target audience for
the campaign. The entire study was developed, fielded and analyzed in 10
days.
Internet Surveys
Stratalys leverages its experience in interviewing opinion leader
populations by fielding omnibus surveys of senior Capitol Hill staffers and
Fortune 1000 executives. We also regularly conduct studies of other
hard-to-reach niche populations. Please contact us for more information as
to whether your target audience is reachable through our extensive sample
database. Here are a few examples of Internet-based studies we have
conducted...
- A major alcohol producer leveraged the Congressional Conference survey to
evaluate the effectiveness of messages about alcohol TV advertising. Senior
Hill staffers' opinions revealed a clear hierarchy of the most persuasive
messages. The findings also indicated the strongest opposition message that
would need to be addressed in order to make headway on the issue.
- An environmental organization wanted to generate pressure for clearing the
construction backlog in the national parks system. Results from the
Congressional Conference demonstrated strong bipartisan support among
congressional staffers for increased funding, thereby enabling an enhanced
public relations effort.
- A major charitable organization used the Boardroom survey of Fortune 1000
senior executives to gather feedback on the best ways to approach
corporations for giving purposes. Key potential obstacles to partnerships
with corporations were identified. The charity re-focused its efforts
toward garnering charitable donations in order to better accomodate the
expectations of these influential executives.
Statistical Consulting
Whether it is re-analysis of existing data or designing, implementing and
modeling results from the ground up, Stratalys' clients take advantage of
our expertise in turning statistics into strategy. For instance...
- A non-profit organization conducted a survey of members and non-members in
order to understand how to increase retention and membership. Organization
officers initially examined the raw survey results and saw that members
perceived the organization to be underperforming in two out of five
performance areas. Consequently, they shifted significant resources toward
improving in those areas. Unfortunately, even though the improvements were
realized, the strategy did little to impact retention or membership.
Consulting with Stratalys revealed that the proper course of action was
not to find what is most broke and fix it, but rather to determine where
improvement will directly contribute to bottom-line objectives. Stratalys
driver modeling pointed to a different performance area as a better target
for improvement. Early indications are that joining and retention will
increase in the coming year.
While driver modeling answers the question of what to improve,
segmentation can provide crucial help in determining how to improve it.
For example...
- A political advocacy group used driver modeling to prioritize
the top message that will be communicated to voters in a key battleground
state. A narrowcast communications campaign of mail and phone contacts was
planned, but the group was uncertain as to which individuals should be
contacted in order to generate maximum impact. Geo-demographic segmentation
was used to determine classify the population into a core mobilizeable group
consisting of married women in 5 counties and a persuadable group comprised
on hispanic men under the age of fifty-five. The advocacy group customized
its mailings and phone contact messages to suit each audience and thereby
achieved a substantial effect on the opinion environment in the state.
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