How one creative agency tests millions of concepts to find the right one

Linney Group was faced with the same problem that plagues all creative agencies – creativity is often seen as subjective, so how could they help their clients choose work that would deliver results? Through programmatic design, conjoint analysis and a sophisticated research program, Linney was able to turn the creative process on its head to put data at the heart of every decision.

Qualtrics allows us to put the business outcome at the heart of the creative process and deliver real insights to our clients.

MATTHEW GEELEHER, QUANTITATIVE RESEARCH LEAD

HOW LINNEY CLOSED THE EXPERIENCE GAP

CREATIVITY AND DATA BROUGHT TOGETHER

Linney established an in-house research team to apply sophisticated research to the creative process to get to the heart of what drives consumer behaviour.

CONJOINT ANALYSIS

The team at Linney built conjoint models to test multiple iterations of creative work, helping them identify which elements drive their clients’ KPIs from purchase intent and brand recognition to willingness to pay.

SCALING THROUGH TECHNOLOGY

Combining Qualtrics with their own programmatic design software, Linney could scale its program from 10 variations to test tens of thousands, testing them through custom javascript, sophisticated A/B testing and conjoint analysis

DATA-DRIVEN RECOMMENDATIONS

Linney is now able to make creative recommendations to clients based on data, demonstrating exactly what works (and what doesn’t) to help them drive real business improvements.

Qualtrics allows us to scale our research to test more options with more people, faster and without a huge increase in resources.

MATTHEW GEELEHER, QUANTITATIVE RESEARCH LEAD

2M

Packaging designs created for a major UK retailer

23K

Campaign designs tested for a major UK telco

Richer insights with conjoint modeling that’s easy to set up and run in minutes, not weeks.

WHY QUALTRICS?

SCALABLE, EASY-TO-USE PLATFORM

With Qualtrics, Linney can scale their research to reach tens of thousands of respondents fast, and see the data in real time to report back to their clients.

FAST, IN-DEPTH CONCEPT TESTING

Setting up conjoint models used to take months, but
now Qualtrics does the hard work at the push of a button. This has allowed Linney to use the time saved to add their own creative flair to the process, giving more value to their clients.

POWERFUL & SOPHISTICATED RESEARCH

To meet Linney’s ambitions, they needed a platform that would allow them to apply custom javascript and randomise questions to test thousands of creative routes in a single study.

A PARTNER, NOT A VENDOR

With a dedicated partner in Qualtrics Research Services, Linney is able to set up projects quickly and find the right target audience for their studies with expert help on hand whenever they need it.

Linney has evolved from a book store in Mansfield, UK
opened in 1851, to a creative agency that continues the core
purpose of its founder - doing beautiful things with words,
numbers and pictures. The full-service marketing agency
manages campaigns from concept through ot delivery form
some of the world’s biggest brands including McDonalds,
PayPal, Carlsberg, and many more.