Why We Launched Creativetest.ing: The Need for Specialized Creative Testing Expertise
Evaluating creative concepts requires dedicated expertise
Evaluating creative concepts is a delicate craft that requires dedicated expertise. That’s why we’re excited to introduce Creativetest.ing – our new brand focused solely on optimizing branding, advertising, innovation and design through strategic creative testing.
In our decades of experience, we found creative testing is often an afterthought handled by generalist research firms. But truly understanding what makes concepts breakthrough requires specialized skills. Evaluating the creative elements that connect on an emotional level calls for a hybrid balance of qualitative depth and quantitative rigour.
General market research firms often lack the advertising savvy and nuanced techniques needed for discerning creative testing. While ad agencies can be too close to their own ideas to evaluate them objectively. Creativetest.ing bridges this gap.
We built Creativetest.ing as a focused creative testing specialist
That’s why we built Creativetest.ing as a focused creative testing specialist. Our team has deep expertise across:
- Advertising strategy at top agencies
- Advanced brand concept research
- Innovative methodologies blending qual and quant
This unique fusion provides the nuanced diagnostics to refine messaging, visuals, scripts and more. While also delivering statistically valid data for confidence. We uncover what creative to champion based on proven emotional engagement, not just gut reactions.
Our approach balances the qualitative depth to understand emotional connections with the quantitative rigor to validate ideas statistically. This builds stakeholder confidence and alignment
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The art and science behind insightful creative testing
Our team understands that impactful creative testing calls for a mastery of both art and science. We’ve written more on striking the right balance in our article: The Art and Science of Creative Concept Testing.
Getting underneath the surface to diagnose why creative works means knowing which questions to ask and cues to listen for. Quantitative surveys alone would miss the nuanced feedback needed to refine concepts.
We have smarter ways to get nuanced insights than traditional focus groups.
At the same time, many clients look for qualitative feedback to be validated through statistically significant sampling.
Our specialized approaches marries systematic qualitative digs with quantitative scale. With expertise in both, we can calibrate across methods to get to the most insightful truths quickly.
Core services we offer:
Brand Strategy Testing
Ensure your brand platform, positioning, personality and pillars will emotionally connect before investing in creative execution. We evaluate brand strategy options and manifestos directly with the target audience.
TV Ad Pre-Testing
Identify the most motivating messages, moments and cast. Refine scripts, visuals, settings and more based on diagnostic feedback. Our testing quickly surfaces improvements to drive breakthrough results.
Brand Identity & Logo Testing
Test logo designs, names, taglines, sonic branding and visual identities to optimize branding assets and lock in ownership. We ensure your brand identity builds recognition and resonates with the target before launch.
Get clarity and confidence in your creative
Our goal is to provide clarity and confidence for creatives to push boundaries while ensuring your brand identity and campaigns resonate. We unite agencies and clients through recommendations based on proven practices refined over 20+ years.
If you have a creative concept and are unsure if it will breakthrough, Creativetest.ing provides dedicated expertise to ensure you avoid risk and inspire ideas that connect on a deeper level