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AM2Q – QUAL / QUANT AD TEST

AMC's AM2Q is a new generation ad test methodology offering very fast turnaround. It embodies the benefits of focus groups (deep, interactive exploratory process) with those of a quantitative ad test (large sample, reliable numerical results).
 
AM2Q uses a two-stage methodology:
 
Stage One: Evaluation
 
In this stage, 30 to 40 respondents are exposed to the test advertising – three ads, either finished or animatics, test ads or benchmarks
After each ad, respondents provide immediate feedback via questionnaire about their impressions of each ad. This data is processed immediately, allowing clients and researchers to quickly identify overall strengths and weaknesses of each ad and provide input for the qualitative stage which follows. The content of the questionnaire, in conjunction with the results of a Control Cell also allows AMC to create measures which are comparable to our copy tests, enabling the assessment of the ad to be in reference to AMC norms.
After all ads are shown, we invite up to 10 respondents to stay for stage two.
 
Stage Two: Exploration and Explanation
 
During this focus group stage, AMC runs an abbreviated Qualitative Ad Test. Our purpose here is to understand “how” and “why” some ads or aspects of the tested ads have succeeded or failed. 
 
o         How the ads are capturing and keeping / losing attention
o         Uniqueness or similarity to other ads
o         Points of clarity or disconnect / misunderstanding
o         Appeal of the talent
o         Comprehension of storyline
o         Perceived message and relevance of the communication 
 
Stage one and two take just one day to complete.
 
Later: Optional Full Analysis
 
The key outputs from the AM2Q are ready immediately at the end of the session
 
o         Powerpoint presentation deck (charts)
o         Printed topline report
o         DVD recording of all proceedings
o         Excel or SPSS data file of all respondent answers from Stage one
 

Many clients ask AMC to provide further analysis and full reporting of the day’s work. Our report is high level and prescriptive with minimal summarizing of findings from the research (clients already have this). Our analysis explains what may be expected to happen if the ad goes on air, its impact on the brand and the clients business. Recommendations generally relate to the specific content of the ad and how it may be optimized while adhering to its creative direction. Where we see strategic issues or opportunities arising from the ad test, and if client and agency team are wish for these inputs, they will be fully explained.

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