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Central location tests enable to pre-test ads and study magazines in a totally controlled and secure environment.

Central location tests are used to:

• validate and diagnostic your new print
  
• compare various alternatives to select a winner
• study media characteristics and "ad vehicling" capabilities
  

Central location facilities are available in city centres, some airports and stations. Mobile solutions are also used for lab test environmental set-ups using special trailers.
A simple test exposing a new print to a sample of 75 decision makers can help validate its objectives.

Options can include:

• additional open-ended questions or mini-depths interviews to provide explanations on improvements

• an optimization module to model an optimal copy studying respondents "liking" or "choices" of its various analytical features

• with an increased sample of 150 respondents, two sub samples of 75 respondents can compare uptake among two different target groups.
  

Testing various alternative prints increases chances to find a winner. Selection compares new alternatives, and when an enhancement is envisaged, its current version should be used as benchmark.

Two techniques are proposed depending on the number and nature of tested materials:

• Sequential comparisons: When many prints are compared to seek one or a few winners, or if materials are in a draft or rendering format, 1WR recommends that sequential tests be performed. Sequential comparisons enable respondents to review the various alternatives and indicate her/his preferences.
  

• Matched sampling comparisons: When materials have reached a prototype stage or are compared to its current version, 1WR recommends using matched samples comparisons.

Special tests may assess media "ad vehicling capabilities" in terms of characteristics and adequacy. Typical RapiTests projects include:

• methodological recommendations
  
• questionnaire preparation and translations
• central location fieldwork
• top line results (delivered 48h after fieldwork)
• tables, project files, appendices
• report and presentation.