Be Clear on The Context
When you’re considering what to measure, think about the ad as part of the ecosystem of your whole product or service range and its competitors.
- Is it a brand new product category? If so, you’ll be seeking to build awareness and understanding as well as generating interest and sales.
- If it’s entering an already crowded product niche, your aim will be slightly different, and you’ll be looking to sell in your product relative to the competition and make sure it stands out from the crowd.
- Or maybe you’re promoting an upgraded product, where the emphasis is on making sure the audience recognises how it’s different from its predecessor.
Think, Feel and Do – Your Experience Metrics
What do you want your customer to think, feel and do in response to your ad? These are great measures to include in your testing program design. By setting these goals, you’re focusing on experience data, rather than operational data, which means you’re more likely to generate valuable insights that drive not only your advertising operation but your business as a whole.
Generate a short list of desired thoughts, emotions and actions, and use them to reverse-engineer your survey questions. For example, you could include a statement like ‘I feel inspired by this product’ with a Strongly Agree-Strongly Disagree response scale.
You can also use your think-feel-do list as a benchmark when you’re examining qualitative data and trends in sentiment within your survey responses.
Check The Competition
If your product operates within a competitive niche – and it almost certainly will – remember to keep your competitors in the frame. This will help you determine whether your audience can easily distinguish you from others in your space.
It will also give you some indication of how you think, feel and do results measure up to others. Even if your products themselves don’t stand out, your brand may be creating differentiation on a more abstract level.