MDRG’s Prove-It™ seeks to incorporate the WHOLE MIND™ to market research. We’ve developed Prove-It™ keeping in mind the creative story-tellers who bring the brands to life. We use a variety of performance metrics selected and tested over time to identify which ad is most likely to move the needle and capture the emotional response as well as the purchase intent that the creative elicits.
With Prove-It™ Plus, we capture the rational response to the concept via the Prove-It™ Copy Testing Model, but we also capture the important non-conscious emotional themes each concept elicits. We then understand how well the emotional response links to perceptions of the brand and drives them to purchase.