1WR media lab/central location/mall test environment research solutions: RapiTests experiments new media, new media materials or "ad vehiculing" effectiveness with total control and security

Media research solutions

Information
>1WR has considerable experience in this expertise and has developed means to conduct these rapidly: if planned, we can conduct a simple test in various locations in a week

>See 1WR quality scheme

>See TV and press complementarity test showcaseto demonstrate our experience and capabilities

>Request a presentation or a quotation: enquiries@1WR.net

>1WR conducts research under ICC/ESOMAR International Code of Marketing and Social Research Practice

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Specifc media research solutions
>Explore patterns and future scenarios
>Identify trends well before others
>Share trends and insights for creation
>Embrace social and cultural change
>Optimize concept or product features
>Understand the whys and emotions
>Experiment in a lab environment
>Observe in real life situations
>Validate a launch or its elements
>Segment and target meaningfully
>Track various usage and attitudes
>Estimate audience representatively

Other solutions
>Consulting and training
>Consumer research
>Pharmaceutical research
>Business to business research
>Field research services

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RapiTests® lab environment

Scope

Central location or consumer laboratory tests enable to study magazines, newspapers, radio or TV programmes, outdoor or internet media and advertising exposure in a totally controlled and secure environment.

Central location tests are used to:

validate and diagnostic your new media material
compare various alternatives to select a winner
study media return on investment differences or complementarities

Central location facilities are available in city centres, shopping centres, some airports and stations. Mobile solutions are also used for special lab test environmental set-ups with special trailers.

Validate and diagnostic new material

A simple test exposing a new title, programme or media material to a sample of 100 respondents can help validate its objectives.

Options can include:

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

a product optimization module to model an optimal product by studying respondents "liking" or "choices" of its various analytical features (>Product optimization)

with an increased sample of 150 respondents, two sub samples of 75 respondents can compare uptake among two different target groups. (i.e. a "general conservative" versus "early adopters" targets, early adopters being more experimental and outgoing)

Select a winner among alternatives

Testing various alternative materials 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 materials 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.

Study media differences or complementarities

Special tests may assess media "ad vehicle capabilities" in terms of difference or complementarity, among press, TV, radio, outdoor, internet materials. For instance, a radio programme and its internet site may be studied combined to assess complementary objectives. These tests can also study ad effectiveness of multimedia campaigns (>Specific showcase).

Reporting

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.

Showcase: Understanding complementarities of print and TV

Background

A print media owner wanted to study ad vehicle capabilities of its title when complementary to TV. The design of this study was conducted in a central location environment. We selected 4 campaigns that had both TV and print executions of a same message. Specific parts of this study are not explained to protect project confidentiality.

Sampling and methodology

Comparisons compared effectiveness of a double TV exposure, versus a TV and a print exposure, versus a double print exposure. Hence, three matched samples of 100 respondents were selected and recruited for this study.

After exposure, various ad efficiency indicators were measured.

Matched recruiting: - gender - age - media usage	n=100	n=100	n=100
Exposures: - 4 messages within each medium, declined in either spot TV or print forms	TV + TV	TV + Press	Press + Press
Measures: - Awareness - Imagery - Uptake	Difference tests

Comparisons among the three samples were done with help of difference tests.
These indicated the complementary advantages in comparison to solo media exposures.

Reporting

Reporting was based on presentation that used various comparative tables.
The reports were used by commercial teams of the print media for their sales presentations..

Quality

A supervisor was present at all times during field work operations. Client managers visited fieldwork.
Extra controls were conducted to check recruiting.