Message Testing: Qualitative Copytesting
Qualitative copytesting is used to determine which elements of a campaign should be pursued and which should be discarded. Consumers' beliefs, attitudes, and opinions are fluid enough that they are capable of transcending fixed-format creative design. In other words, consumers are sophisticated enough that they "get" the idea of positioning and message execution. Using mockup executions and conceptual representations, text and imagery can be explored separately and in combination to isolate the specific elements that resonate with target audiences and uncover the nuances of what makes a successful ad work for them. The results identify optimal copy treatments that deliver strong, rational product support while also providing a tie-in to emotional feelings from the visual elements of the ads.
For a more in-depth exploration of copytesting, refer to our white paper: W5 on Copytesting.
For more information on W5’s other message testing capabilities, please see Campaign Reviews and Core Message Testing.