Quantitative Copytesting
Copytesting is a means of researching the effectiveness and appeal of an advertising campaign, using qualitative and/or quantitative methodologies. When testing a “rough sketch” of an advertisement, research results can be used to guide content and format. When testing final executions, results can be used to assess overall tone and diagnostics to select the most meaningful, appealing, and effective executions.
W5 strongly believes in the value the account planning process brings to creative development. In designing a copytesting study, W5 will often integrate the insight of the creative brief into diagnostic metrics to evaluate messaging based upon its intended strategies. We adhere to the philosophy that breakthrough creative is achieved through a collaborative process of development and testing.
For more details, refer to our white paper: W5 on Copytesting