Why it’s full speed ahead for creative testing
By Michelle Lloyd
Our ‘fight or flight’, or gut feel, response has been heightened recently, for obvious reasons. Even in normal times, it acts as a compass, helping us quickly navigate everyday routines. We rely on it for both a sense of reassurance and a sense of alarm. Emotional responses are not to be ignored.
It’s why capturing ‘individual gut feel’ responses can be so valuable in market research, and what makes Echo Labs the perfect video platform research tool for those seeking a fast, agile and effective means of creative testing. From brand proposition, identity design and branding, to advertising concepts, NPD ideas and packaging.
What are EchoLabs?
Designed to deliver insight, quickly, EchoLabs draw on learnings from face-to-face methodologies and follow a robust five-step process for creative testing:
Step 1 – Does the creative idea have immediate impact and engage audiences?
Step 2 – What is your audience’s understanding of the message(s)?
Step 3 – Is the tone and voice pitched correctly – does it resonate with them?
Step 4 – How does the creative make audiences feel?
Step 5 – Finally (and most importantly), would it be likely to change their behaviour?
Let’s dig a little deeper into the benefits…
Benefits of EchoLabs
1. Gut feelings are more relevant than ever
We have more to focus on than ever before—and less time to do so. Just think about how you quickly scan your social media feeds. It’s the reason that our gut feel—automatic, fast and subconscious processing—has become increasingly important in how we think, feel and act. EchoLabs were created for just that, giving you access to ‘gut feel’ feedback on planned creative routes, headlines and copy, for all kinds of brand and marketing communication.
2. Because every second counts
An enormous benefit of Echo Labs comes from their agile format. They are quick to set-up and run, and deliberately so. The secret to their success lies is ensuring every minute is optimised. Highly focused, they enable you to get more, from less. They are run over 30-40 minutes, rather than the 90 minutes or an hour that is typically given over to more in-depth qualitative research. These short, sequential interviews are highly iterative, with several researchers working simultaneously to share learnings as they go. That means 18-20 interviews can be conducted over the course of just one day.
3. When you need results in days
For the most successful agencies and businesses, moving fast is in their blood. It’s a natural instinct. And, right now, being able to think and act faster in order to thrive, or in some cases simply to survive, has never been more important. Just think about the speed at which life has changed in just six short months. With EchoLabs you get access to valuable insight in just a few days. It’s that quick. What’s more, it’s also a cost-efficient research option for organisations of every size. We think that’s a win-win.
4. The faster you learn, the faster you evolve
Everyone out there is pushing harder than ever to quickly take the next step, which leaves little time or room for missteps. By embracing superfast research solutions, likeEcho Labs, agencies can move forward and push innovation forward like never before. Just like anything else, the more testing that is done earlier, the easier it becomes to get it right. Join this together with the expertise of research specialists to interpret data and deliver meaningful insight and you will be well-placed to make inform decisions and hone communication, at a pace never before possible.
If you would like to discuss EchoLabs in more detail or have a specific project in the pipeline, please reach out to me by email at: michelle@solutions-research.co.uk