ars.idea SM - Uncovering Relative Strength of Early Creative Ideas
ars.idea is a tool applied in your early stage development process that provides a qualitative and quantitative read into the relative strength of your communication ideas. This solution gathers feedback across a broad consumer base, which ensures that the winning idea is aligned effectively within each of the planned channels. ars.idea is an efficient way to evaluate a number of creative ideas and may be applied to a wide variety of concepts such as Key Visuals, Main Messages, Key Communications, White Board, and early Concepts.
Questions Answered
Measurement Summary
ars.idea measures the ability of a core idea to impact consumer’s purchase intentions. We measure the purchase intent and memorability as well as whether it communicated the desired key message. Additionally, we use comparative diagnostics to measure consumers’ opinions relative to all ideas being considered/tested.
Appropriate for lower risk decisions, it leverages weighted purchase intent (versus screener which relies upon modeled Persuasion and Recall) to cost-effectively give early guidance for further creative development.
Both Rational and Emotional connections are assessed to provide guidance for refinement and improvement.
Open-ended verbatims provide insight into deeper consumer reactions.
Questions Answered
• What is the likelihood of each idea to motivate purchase, or prompt the intended response?
• How does each idea resonate with consumers?
• Which idea is most effective in the communication of the intended brand message(s)?
• Which idea generates the most interest in the brand?
• Are my proposed ideas working to establish and build on the brand’s equity?
• What are the drivers of success and how can I make improvements?
• How does each idea perform among targeted groups and media channels?
Measurement Summary
ars.idea measures the ability of a core idea to impact consumer’s purchase intentions. We measure the purchase intent and memorability as well as whether it communicated the desired key message. Additionally, we use comparative diagnostics to measure consumers’ opinions relative to all ideas being considered/tested.
Appropriate for lower risk decisions, it leverages weighted purchase intent (versus screener which relies upon modeled Persuasion and Recall) to cost-effectively give early guidance for further creative development.
Both Rational and Emotional connections are assessed to provide guidance for refinement and improvement.
Open-ended verbatims provide insight into deeper consumer reactions.
Contact your ARSgroupSM account team for more information.