Media is fragmented and the number of consumer touchpoints has multiplied. Whilst it is still possible to test material in isolation, communications should be tracked holistically to measure brand effects.

Brand communication can be given many tasks - our start point therefore is 'what are the marketing objectives for the communication and how does it relate to other brand activity?'

Our approach to communications pre-testing is that there is no single way to test pieces of communication. Evaluation should be designed around brand and campaign objectives – it’s all about flexibility. We use a database of questions to tailor studies to meet specific objectives and as a result, we are able to be flexible with the metrics we include in the test.

We have measures to understand the functional and more emotional side of consumer response to advertising and we evolve new questions which attempt to measure the deeper emotional response to a piece of brand communication. These measures work alongside current indicators of emotional engagement, to increase our understanding of the less rational response to execution.

The advantages of our approach is that it provides our clients with a platform for value-adding interpretation. We can provide fast, cost-effective access to large numbers of geographically dispersed target consumers, providing a platform for deep analysis and strong recommendations.