Advertising/Creative Testing

Research can be used to inform decisions surrounding media campaigns at every stage in the development process.
Campaign Development
1. Campaign Ideation: Developing ideas for new campaigns
  • What are consumer frustrations with competitor products?
  • How do consumers perceive the brands and products in our category? 
  • What are consumers’ unmet needs, if any?
  • Does our brand or product have any advantages over the competition?
2. Campaign Sort: Narrowing down new campaign ideas
  • Do the ideas appeal/resonate with respondents?
  • Do the ideas fit with the brand/category?
  • Do the ideas meet the objectives of the campaign?
3. Campaign Analytics: Choosing among potential campaigns
  • Is the ad clear, believable, relevant, and unique?
  • Does the ad persuade, engage, capture attention, and elicit emotions?
  • Does the ad fit with the brand?
  • What about the ad needs tweaking?
MDRG_Creative Testing Model
4. Communications Checks: Exploring strengths and weaknesses of imagery/copy
  • Does the ad communicate the intended message?
  • Are there unintended or confusing campaign elements?
5. Campaign Checks: Disaster checking semi-finished campaign
  • Measure performance of ad overall and with respect to any refinements that were made
6. Campaign Evaluation: Evaluating impact of campaign after launch
  • Have members of the target audience seen the ads?
  • Do they believe the messages?
  • In what ways, if any, is behavior changing?

Awareness, Attitudes, and Usage

Research is an assessment of how your brand is performing relative to the competition. It measures:
  1. Awareness of brands, products and services
  2. Attitudes that impact purchase, satisfaction, and loyalty
  3. Brand usage

MDRG Awareness Questions it can help you answer:
  • Do consumers know our brand/products?
  • Where are they in the loyalty funnel?
  • What do they think of our brand and competitor brands?
  • How often and in what circumstances are they using our product? Competitor products?


Brand research measures the strength of a company’s brand by examining consumer perceptions in all the ways they come in contact with the brand.

Questions it can help you answer:
  • How well do consumers know our brand?
  • Is our advertising moving the consumer closer to purchase?
  • What does our brand stand for?
  • Is it relevant to our most important customers?
  • What do consumers think of our brand and how is that different from how they think of competitors?

Customer Experience

Research is used to capture your company’s processes through the eyes of your customers. The research also looks at the relationships between specific experiences and outcomes such as satisfaction and loyalty.

Questions it can help you answer:
  • What do customers expect from our company?
  • How well is our business delivering on expectations at specific touch points?
  • Which improvement initiatives will have the biggest impact on satisfaction?

Customer Loyalty

Customer loyalty research is designed to understand the commitment your customers have to you and develop strategies for strengthening that commitment.

Questions it can help you answer:
  • How do we keep our customers from jumping to a competitor for a better price?
  • Are we doing what is necessary to keep our best customers loyal?
  • What impact is promotional pricing for new customers having on our longer-term customers?

Customer Retention/Win-Back

Research is used to predict and prevent lost business and reveal controllable and uncontrollable reasons why customers leave.

Questions it can help you answer:
  • Why are we losing our most profitable customers?
  • Which retention offers will have the most impact on the customers we want to retain?
  • What can we do to win them back?


Ethnography is a method of observation and analysis that explores the underlying socio-cultural meaning and influential elements of human behavior.

Mobile Ethnography:
  • Makes use of a physical field site, observed through mobile means.
Questions it can help you answer:
  • How and where are my customers shopping for my product?
  • Where do employees and/or customers of my business become unsatisfied or hit road blocks in the process of working with me?
Digital Ethnography:
  • Makes use of digital field sites, such as insight communities and social media, rather than traditional physical field sites.
Questions it can help you answer:
  • What are consumers discussing about my industry?
  • What do my consumers look like?
  • What aspects of my industry do consumers trust, or not trust?


Innovation research allows companies to create products and services that let consumers perform a job faster, better, more conveniently, and/or less expensively than before.

Questions it can help you answer:
  • What problems do consumers want solved that we have the expertise to solve?
  • What are their homemade remedies that we could manufacture and market?
  • What tasks cause difficulty and what can we do to make it easier?
It can help you:

1. Understand consumer: 
– Behaviors
– Emotions/Values
2. Identify new product concept options 
3. Refine/screen concepts 
4. Validate new product 
5. Monitor new product post launch

Market Sizing/Market Potential

Research gives you knowledge of a market and trends that shape the competitive landscape.

Questions it can help you answer:
  • How many customers can I expect to attract with my product or service?
  • Who and where are the best prospects for my product or service (demographically, geographically)?
  • Is the market for this type of product or service growing or contracting?

Online Metaphor Elicitation

Respondents are asked to answer a questions by selecting an image from a gallery of 500+ images that have been tailored to the specific research to exclude any that are too literal. The image selection required the use of metaphor to explain how the image relates to the topic. Resulting metaphor forces respondents to access deeper, subconscious attitudes, thoughts and feelings. This methodology bypasses the conscious, language-oriented mind.

Questions it can help you answer:
  • Who are the people travelling to my destination, and what is the best way to attract them?
  • What are people looking for in a healthcare/health insurance provider?
  • What are consumer perceptions of my company vs. competitor companies?

Package Design

Package design research uses strategic consumer feedback to help companies fine tune packaging to convey a specific image that appeals to consumers in the brand’s target audience.

Questions it can help you answer:
  • What does the package say about our brand and product?
  • Which key consumer insights should drive creative development?
  • Which potential design elements are able to retain the brand’s core identity and drive sales?


Positioning research helps clients tailor their product and messaging to the values of their customers, allowing them to occupy a unique and relevant space in the competitive landscape.

Questions it can help you answer:
  • What product attributes do customers in our target market value?
  • How do customers view our brand and/or product?
  • What is our competitive advantage?
  • Do consumers know what we stand for, and do they care?
  • Which positioning is relevant, believable, and “ownable” for our brand, and different from other brands?


Pricing research is used to determine the pricing strategy that would maximize revenue for the company.

Questions it can help you answer:
  • Will customers still buy if we raise the price?
  • Are there specific product features that will increase demand and improve the profitability of the product?
  • Which type of pricing would result in the highest company revenues (e.g. bundled or a la carte)?

Product Design/Concept Testing

Research gives companies the tools to make smart decisions about product design that will most resonate with the customer and yield the highest revenue potential.

Questions it can help you answer:
  • Which product idea has the most appeal to members of our target audience?
  • How well does our product or service match our customers’ needs or wants?
  • Which improvements should we make before we move into production?
  • Which combination of features will result in the best product design?
  • Can we lower expenses by removing less desirable features?


Usability research is used to test the user experience of a website, mobile app, or other interactive product. MDRG’s usability model is adaptive and can assess changes and refinements made over time.

Questions it can help you answer:
  • What are users’ expectations for the product?
  • What specific content or features are they seeking?
  • How are users navigating their way to the content and features they want?
  • How well are features and tools working?
  • What effect do aesthetic choices have on the user experience?
  • How does the product compare to that of competitors?
  • Is the product fulfilling its intended role or function?