Insight™ Diagnostics – A look inside your advertising

The Morpace Insight™ technique informs creative judgment by providing:

Evaluation . . . An overall indication of an execution's potential to engage its target audience in an interesting and likeable way, effectively convey intended messages, and meaningfully affect product attitudes. Valuable for:

• Go/no go decisions
• Selection of the best alternatives

Understanding . . . An in-depth look at the way target market viewers "see" the advertising and its various component elements.

• Pinpoints strengths and weaknesses
• Battery of open ends encourage respondent to respond at length ‘in their own words’
• Proprietary CAPI or online administration facilitates both quality and speed in data entry and analysis.

Insight™ gives you an inside look at how consumers feel and what they think about your advertising. Its advantages include:

• Natural Viewing Environment – When conducted as a central location test, respondents are alone during the exposure and interview process, and react to just one piece of advertising. There are no concerns about order bias or transferred learnings that can occur when more than one execution is exposed.
• Quantitative Combined with Rich Qualitative Diagnostics – Viewers’ unaided, spontaneous comments form the heart of Morpace’s Insight™ research process.  Numerous open-ended measures add layers of richness to responses, and our detailed verbatim coding process gives you numbers to support these qualitative findings. 
• In-Depth Results – Respondents spend 30 minutes or more thinking about and evaluating your one piece of advertising, allowing us to fully explore critical performance opportunities.
• Structured, Yet Customizable – Your creative objectives and special issues are incorporated to ensure study findings are meaningful to you. 
• Appropriate for All Media – Insight™ testing is most often applied to television, radio, internet and print executions. But it can be conducted with any medium. We encourage testing with unfinished executions whenever possible to permit changes prior to production.

Please contact Morpace to receive a comprehensive, insightful 'look inside' your advertising.