Why Creative Testing is More Important than Ever

by Marty Molloy

Creative development is never easy. Brands face an ever-growing list of challenges when developing advertising, communications, and marketing messages―from the content itself to the platform used, hurdles are predictable.

Recent news coverage of campaigns or rebrands that seem untested are leading to PR nightmares (👀Cracker Barrel, American Eagle, Swatch and Sanex), some with unintended and potentially damaging consequences.

In this spotlight, we showcase how W5 collaborated with an independent advertising agency and its client to guide creative development through feedback, refinement, and strategic direction across multiple stages. With timeworn advertising needing a refresh, the client sought a process that allowed for broad idea exploration before narrowing focus on more polished concepts.

APPROACH

W5 employed a multi-phased qualitative approach that filtered initial ideas through in-person focus groups by testing a range of stimuli including proof points, whiteboard concepts, visuals, and reasons-to-believe to identify resonant messaging.

Following the initial round of focus groups the agency and client refined creative concepts and developed updated advertising stimuli. W5 then tested these revisions—along with key messaging and supporting information—in a second round of focus groups with new participants.

For this engagement, both rounds were conducted in person, allowing W5 to leverage multiple communications styles and discussion tactics that are less effective or impossible in online formats. Conducting groups in person ensured participants remained fully engaged with the stimuli and conversation throughout testing.

It was critical for the campaign to resonate with both consumers and professionals, as each audience engages with the brand in distinct but equally important ways. For consumers, the messaging needed to be accessible, compelling, and emotionally relevant—building trust and driving action. For professionals, the campaign had to demonstrate credibility, expertise, and clear value, reinforcing confidence in recommending or supporting the brand. Balancing these perspectives ensured the campaign communicated consistently while meeting each audience’s needs.

RESULTS

The approach allowed for both selection and refinement of most effective messages. Instead of relying solely on appeal, the multi-phased approach focused on memorability, brand relevance/fit, and effectiveness for future consideration. Given the category’s low involvement, the client was able to identify and focus on key messaging pillars which increased opinions, consideration, and loyalty of their brand.

Additionally, a multi-phased approach provided ideas for future development and refinement, giving the client additional stories to tell.

Ultimately, the approach served as a safeguard for creative concepts, helping to identify potential missteps while revealing which messages resonated beyond surface-level appeal. By analyzing results through the lens of both consumers and professionals, W5 highlighted areas where the advertising could achieve greater relevance and stickiness assuring meaningful connection.

Reach out!

Does your business face a similar challenge? Reach out to W5 to learn how we can craft a custom research solution that expands your business growth.