Concept Test

  • Background: A new campaign was being planned by the client for the new season and they wished to test the creative concepts for variations in sizes and messaging (3 iterations)

  • Study Type:  Creative Evaluation

  • Target Audience: 18-30 years, male/female

  • Location: Mumbai, Delhi, Chennai, Bangalore

  • Sample Size: 960

  • Challenge: To make sure that each stimulus is tested and evaluated individually and then a comparative analysis is run.

  •  Solution: We created a framework for Monadic Testing where each stimulus had a unique respondent set and culminated into a comparative score.

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