Creative Assessment

Creative assessment studies are custom tailored to fit the client’s needs and requirements supporting a cohesive marketing plan. Upon determination of the research objectives, SmartPoint Research can deliver the following elements of the study:

Survey questionnaire design and development
Programming and secure hosting of the online study on proprietary servers
Project management
Qualified, statistically significant sample
Raw data tables
Enhanced marketing research report including:
- Key findings and recommendations
- Verbatim responses in full and grouped into key themes

The creative assessment study is ideal for understanding consumer preferences within branding and packaging concepts. A creative assessment study is typically conducted by using advanced Flash programming within our online survey tool that allows us to stimulate consumer environments such as flipping through a magazine to measure stopping power using page flip technology, producing time-controlled image impressions for message recall testing, or to understand what creative elements are having the most impact.

SmartPoint Research’s team of marketing research professionals uses the following analysis techniques to extrapolate and innustrate the data collected from the creative assessment study in an actionable format:

Standard cross-tabulations of data including region, age, gender, segments, age groups and other variables of interest that may arise during the development of the creative assessment development plan and upon completion of the fieldwork.

Advanced analytics looking at market penetration, brand prominence and key drivers of brand persuasion using factor analysis, key driver analysis and quadrant analysis.
- Factor analysis shows further depth in understanding the relationship between attributes.
- Key driver analysis to reveal the derived importance of attributes.
- Key driver quadrant analysis to highlight differences between stated and derived importance, and to display the strengths and weaknesses of the brand(s) in comparison to the competitive set.