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Home > Services > Online Research > Concept/Copy Testing
Our online Concept/Copy testing leverages unique Web-based technology that enables online interaction with visual images and content related to your concepts. The three most common applications for concept/copy testing are: product development, advertising effectiveness, and messaging.
Product Development
eVOC evaluates the viability of new products/services concepts across different stages of exposure: pre-concept, initial concept, concept interaction, and post concept. We identify who your target customers are and determine their understanding of the product/service as well as their likelihood to adopt the product/service. With this research you will not only understand potential interest and usage, but also keys to implementation that will result in the greatest positive impact.
Advertising Effectiveness
Although most advertising is conducted offline, eVOC is able to quickly collect in-depth feedback online for print ads, newsletters, email campaigns, and even TV commercials. Users are asked to interact with an ad that is posted in HTML, and provide detailed feedback related to their perception of the ad, its content, visual appeal, brand and call-to-action. Often, several different versions of ads are shown to determine which version is most effective.
Messaging
Effective messaging is critical when launching a new product/service or marketing campaign. eVOC will ensure your target audience understands your offering and finds the value proposition compelling, by evaluating your message statements through online surveying. We present both visual and written product descriptions and value statements to consumers online and ask them to click on elements they like/dislike or find compelling/confusing. This is a quick and effective way to understand which descriptions and statements are most appealing, which best inform consumers and which establish proper expectations.
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