OTX Is Telling Richer, Deeper Stories by Integrating Qualitative and Quantitative Techniques into Ad Pretesting Products.
AdCEP, which Already Measures the Emotive Power of Advertising Performance, Now Enhanced by Socrates for Interactive Open-End Probing.
AdCEP(TM), the first pre-testing product to measure how emotion, message and context impact the performance of advertising, now allows Socrates(R) language recognition software to conduct interactive one-on-one interviews with all consumers who take its quantitative online surveys. Socrates(R) ability to generate natural consumer responses – by seamlessly re-employing consumers’ own language to probe for further clarification, reasoning and personal relevance – reveals deeper levels of insight into how and why consumers are responding to and engaging with advertising.
“We’re a pioneer in recognizing and advocating for the role emotion plays in advertising effectiveness, and we’ve created valid research solutions to measure it,” said
The Socrates(R) software is designed to naturally explore any comment to obtain an understanding of what truly matters and what really impacts consumer decision-making. Consumers interact with Socrates(R) in an online survey environment using an interface similar to an Instant Messaging box capable of carrying on a full conversational interview. “The AdCEP application represents the core of what Socrates was designed to do,” said
“Our AdCEP methodology currently lets us understand emotional response in two ways – quantitatively using our CEP(R)Test measures, and with biometrics by measuring people’s moment-to-moment emotional responses,” said
AdCEP(TM) is a pre-testing system developed by OTX that achieves a balanced view of ad effectiveness by measuring multiple key criteria that line up with campaign objectives, including OTX’s proprietary Cognitive Power(TM) and Emotive Power(TM) measures known as CEP(R). AdCEP(TM) tests creative (both finished and rough) online in a distracted exposure setting that simulates today’s cluttered media environment and provides real context for testing ads, making it fast (10 day turnaround) and cost efficient.
Socrates(R) is owned and developed by Quester(R), a 35+ year qualitative research firm focused on defining a new standard of value for qualitative research through the use of innovative online software (www.Quester.com). Socrates(R) is an online automated moderator that conducts interactive one-on-one interviews with both consumers and professionals. Built and programmed using Quester’s expertise in psychiatric interviewing, Socrates(R) operates like a human moderator by conducting in-depth qualitative interviews and probing respondents for more detail and depth.
OTX (www.otxresearch.com) is a global consumer research and consulting firm specializing in innovative, cutting edge research products and analysis for the marketing, entertainment and advertising communities. OTX’s range of approaches, products and services leverage technological expertise with extensive traditional marketing and advertising research experience to uncover deeper and more profound consumer insights. This unique suite of state-of-the-art products and services reach and engage today’s digitally-driven global consumer more effectively, and yield more relevant and honest data. In just eight years OTX has become the 20th largest research agency in the U.S. (24th largest globally) with offices in
OTX Media Contact: Tom Harbeck 212-524-8231 firstname.lastname@example.org
SOURCE OTX Research