I’ve been conducting advertising communication checks for over 30 years, and one thing has not changed… most of the parties involved dread them. The agency doesn’t like seeing their creative work questioned based on input from a small number of research participants in an artificial setting. The client does not like navigating the politics of getting the job done, all the while knowing the agency is less than thrilled. And no one really likes sitting in a back room, or in front of a computer screen, for hours on end listening to the same questions being asked every 20-30 minutes.
Yet there are some very compelling reasons why we continue to conduct communication checks:
- To make sure we haven’t lost sight of who the target is, keeping our finger on the pulse of how best to communicate with them, and mitigate coming across as pandering or tone deaf
- To make sure we haven’t missed the mark on messaging, and mistaking what we thought was crystal clear for a totally unintended meaning
- To make sure the visuals support the message, rather than conflict with it
- To make sure that brand/product recall is strong. It’s great if people love the ad, but if they don’t know what it’s advertising, what’s the point?
- To optimize (or eliminate) executions prior to quantitative testing and/or final production. Why not find out if there are ways the execution can be tweaked to strengthen it before spending large sums of money?
Clearly, I’m coming out on the side of considering communication checks valuable. To maximize their value, here are Six Tips for More Productive Communication Checks:
- Limit exposure to three executions per respondent, to prevent fatigue from clouding candid feedback
- Video storyboards with audio are acceptable; a complete video (albeit rough cut) is better; don’t make the consumer work too hard to see the idea
- Consider exposing the ads in a clutter reel to more closely simulate a real viewing experience and more accurately assess breakthrough
- Keep them 1:1 for the most honest commentary. People rarely watch programs or web surf with others, let alone strangers!
- Keep them short (20-30 minutes) to prevent over-thinking and to be efficient. We often do 12-18 interviews per day!
- Consider conducting the interviews online rather than in-person. When people are at home, they are more relaxed and more likely to provide candid feedback. Use a platform built for research for the most problem-free experience.
One rule to keep in mind: Avoid using communication checks to kill a creative concept. Not only is the sample size too small, but the research is designed to assess communication not the core concept, so elimination is incongruous in this research context. Follow this one simple rule, incorporate some of the tips above, and the needle can easily be moved from “necessary evil” to truly advantageous!