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 Using
Relevant Stimuli To Increase Accuracy
The brief:
A TV Commercial subjected to in-hall tests had scored
reasonably high. However, it failed to evoke a positive response in the
market.
Our Understanding:
The problem could lie in two areas. First, in-hall
tests may not have been simulated properly. Second, commercials may work
well in absolute terms but sometimes fail to do so in a competitive situation.
PRISM Approach:
Address both the issues simultaneously. Expose the
commercial in color to those who view in color, and also in B&W to
the rest. Further, expose the commercial in a clutter of competitive brand
ads along with other ads to determine its competitive edge.
Results:
Noticeability, registration and appeal scores were more or less in
tune with real life telecast scores whereas specific weaknesses were
clearly spelt out.
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Cognitive
testing of questionnaires
PRISM is amongst the pioneers of introducing cognitive testing of
questionnaires in India. More |
The
Rasogulla- Idli- Scale
The rasogulla -idli- laddoo-vadapao scale is PRISM’s adaptation
of the standard semantic differential
More |
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