Testing Creative for Higher Response

Panelists are sent four to seven different printed cover options. We give them about a week to fill out the survey, and ask them to rank the covers for relational strength and rate them on a continuum. They can respond via an 800 number, fax or a special URL.

With these tests, our customers get to feel more involved, and in that spirit we also run the tests on the Web. The Web and print results are usually consistent, but we defer to those of the print panel when there is a discrepancy because of color control issues and the fact that Web visitors aren’t necessarily qualified buyers.