Communications
Message Development and Testing
At RTi, we use various methods to determine the most effective and highly resonant communications points of our clients’ messages. Techniques may include: Problem Identification, Promise Testing, structured focus groups, or our unique combination quantitative / qualitative approach.
Copy Testing
When new ad copy is developed, the marketing team usually knows what key benefits they want to communicate to the target audience. What is not always known is whether the copy actually communicates these benefits and how well the message resonates with the target. RTi has significant experience with full scale copy testing, as well as qualitative communication checks.
Package Testing
RTi uses a T-Scope technique to evaluate packaging and its ability to increase shelf impact. The T-Scope technique is a time-sensitive recognition test of packaging alternatives as they compare to the current package and relevant competition. This protocol uses timed image projections to control viewing of a “typical” shelf display. The test strikes a balance between what consumers would realistically see in a shelf display and provides relative measures of the package alternative’s ability to generate brand name recognition and sub-line/variety identifiers.
Awareness / Advertising Tracking
Tracking studies are a reliable way to identify changes in brand awareness, usage and advertising awareness. We are experts at maintaining the proper sample controls to ensure comparable tracking over time. Further, our management-ready reporting style quickly and clearly provides our clients with the direction and actionable recommendations they need.
Website Assessment
Whether our clients launch a new Web site, or re-launch an existing site, it is important to measure their users’ experiences and the effect on their brand. RTi has the experience to help our clients ask the right questions, collect the data the proper way, and most importantly, focus on the most critical areas of improvement based on the research. When it comes to improving a Web site, the old adage of “one cannot improve what one does not measure” is especially true.