On-line Tip-In Testing Provides Valuable Alternative to Traditional Methods
Our web-based method for tip-in testing eliminates the drawbacks of conventional methods, while retaining the positive aspects of the technique.
During the on-line tip test, participants are asked to view a mock-up of a magazine containing several ad concepts, as well as five competitor ads that are placed among 20 to 25 pages of the magazine.
Our testing process employs a monadic design in which each concept is measured in a separate cell and participants see only one of multiple test concepts. The order in which the ads appear varies for each participant to eliminate potential order bias.
While viewing the magazine, participants can view each page as long as they like, and move back and forth through the magazine during the test. The amount of time spent on each ad concept is recorded during the test.
After viewing the concepts, the participants are asked open-end questions to determine if remembered the brand name and the key selling message. Following, they are asked to view the ad concepts more closely, separate from the rest of the magazine pages.
Participants are then asked questions related to:
- Stopping power
- Ad recall
- Interest
- Relevance
- Uniqueness
- Message take-away
- Likes and dislikes, and
- Motivational power
Our tip-in testing methodology provides clients with the answers they need to determine the optimal and most effective ad concept for their target audience.