Market Research
Advertisement Testing

How effective is your advertising? We can help you find out with targeted ad testing.

Employing insightful ad testing to ensure effective advertising for home building products and materials

Effective advertising is one of the pillars of successful marketing. But not all advertising is effective. Is yours?

The best way to ensure your advertising communicates what it’s intended to communicate, in a way that also grows your brand, is by testing it. Home Innovation Research Labs can now offer building product manufacturers a broad range of advertising research methods and designs for use among both consumer target-audiences, and B2B decision makers and influencers.

With decades of in-house expertise in ad testing for major consumer brands, we have the capability to conduct ad testing at every phase of your advertising timeline.

Qualitative Research

We typically start our ad testing process by helping clients develop and fine-tune advertising ideas, messages, concepts, positionings, and strategies. We can do it all in the qualitative research realm — from developing recruitment screeners and moderator/facilitator guides; to recruiting for, moderating, and facilitating in-depth interviews and groups; to full report development and presentation of findings, including conclusions, business implications, and recommendations for moving forward. To fulfill this phase of the research, we can conduct:

Advertising Message & Concept Screens

Used to eliminate the least promising advertising messages and ideas, and determine which messages or advertising concepts exhibit the most potential for further development. Elements of this phase include:

Communications & Ad Copy Testing

Used to determine how effective an ad is at communicating key attributes and benefits, in addition to effectively eliciting positive imagery and associations with the product and brand.

Multi-cell Ads Tests

Used to determine the best ad for further development or launch out of a set of ads.

Test vs. Control Ads Tests

Used to determine if a test ad measures up to a benchmark ad or an ad from a major competitor. Control ad(s) can be from major competitors in the same category, or a control ad can be a particular client ad that performed extremely well in prior testing.

TV Clutter-Reel Tests & Print Ad Portfolio Tests

Used to measure intrusiveness of advertising, or the ability of advertising to break through clutter and effectively generate high levels of ad, brand, product and message recall, in addition to being likable, memorable, relevant, believable, and persuasive.

Pre-Post Advertising Effectiveness Tests

Used to determine the effectiveness of an ad/campaign across multiple metrics (e.g., advertising and brand awareness, and attitudinal and behavioral dispositions prior to advertising launch), and relative to the same metrics following the completion of an advertising flight/campaign.

Advertising Tracking Studies

Used to measure the effectiveness of ads/campaigns as compared to competitive ads/campaigns on building awareness and positively affecting attitudes and behavior.