AMQUAL – qualitative COPY TEST
AMQUAL is a qualitative approach to ad evaluation which uses the same analytical structure as AMC's quantitative ad testing methodologies. Focus groups have many benefits:
o Utilization of latest thinking about advertising effectiveness
o Flexible research content, can accommodate client requirements
o Deeper insights into the effects of test ads on individual viewers
o Direct viewing of group process and dynamics
o Opportunity for clients to modify the exploration in real time
o Fast turnaround of results
With AMQUAL, our objective is not to make definitive judgments of ads. Rather we use focus groups to evaluate:
o Ads about to be launched, as a disaster check
o Ad strategy (based on descriptions of the communication)
o Early stage creative initiatives
o Finished ads from other markets which are to be localized
AMC's fast, clear analysis is used by client and agency to re-work strong ideas into later stage animatics finished executions.
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