Advertest is a methodology used to measure the effectiveness of broadcast TV advertising concepts. This methodology takes the place of mall intercept and test theater methods and allows for:

  • Rapid sampling
  • Diverse demographic sampling
  • Minimal time in the field

    • HCD AdverTest, survey participants are asked to review on-line story board concepts on their computers. The participants then are asked a series of questions, to which they respond with the click of a mouse. Through advanced programming techniques, they evaluate commercials for Interest and believability, using a mouse, similar to the way a dial is used with automated response systems in a test theater.

    Typically a test of broadcast commercial concepts can be completed in 72 hours from launch with sample sizes in the thousands.

    Clients use HCD Advertest services to rapidly obtain comprehensive data regarding consumer preferences to speed marketing decision making, which has become increasingly important in today's costly and highly competitive advertising arena. Unlike traditional research methods, the technology can be employed with respondents located virtually anywhere in the world to provide powerful insights into why an advertising concept does or doesn't work.

    Gauging the Emotional Impact of Advertisements

    HCD Research has recently added a new research tool - the Ayer Emotional Battery (AEB) - that works in tandem with HCD Research AdverTest to measure the mood and emotional impact of advertising. The AEB captures the feelings of participants as they view advertising.

    The AEB is a valuable research tool because emotions play a critical role in influencing the behavior of professionals and consumers. It is also particularly well-suited for DTC advertising research and testing.

    Used in conjunction with HCD Research AdverTest, the AEB provides marketers with immediate, interactive insight into customer preferences for promotional material in print or animated storyboard formats.

    The AEB was developed by the former NW Ayer Advertising agency in the 1980's to understand the emotional impact of effective advertising. Ayer validated the elements with a nationally representative sample using 45 separate advertisements. The agency subsequently granted rights to the measurement tool for research outside the firm.

    We have successfully used the AEB to enhance HCD Research AdverTest and our other advertising research services, HCD Research Message Optimizer and HCD ResearchT AdverTrak.