Research that actually improves creative
INTUITIVE, EMPIRICAL MEASUREMENT
CREATIVE-ORIENTED RECOMMENDATIONS
DEEP EXPERTISE IN THE CREATIVE PROCESS
Core Research Offering
BRAND FOUNDATIONS
BUILD ADVANTAGE
Subtext deploys an innovative mix of behavioral quant and qual to unlock:
- Brand Advantage (Quant & Qual)
- Brand Story Strategy (Qual)
- Portfolio Advantage (Quant)
CREATIVE STRATEGY
INSPIRE COMPELLING STORIES
Culturally compelling, story-orientated insights that inspire creativity
- Cultural ethnographies (Qual)
- Consumer-deep-dives (Qual)
- Territory exploration (Qual)
CREATIVE EXECUTION
TELL MOVING STORIES
Ad testing that actually improves your creative
- Creative Territory testing (Quant & Qual)
- Script Optimization Boards/animatics testing (Quant & Qual)
- Ad-Pre Testing (Quant)
- Social/Digital Testing (Quant)
Advanced behavioral technology reveals how audiences react & respond to the “storytelling” of your ad, uncovering opportunities to enhance effectiveness without compromising the creative
CREATIVE TERRITORY TESTING
Assesses the effectiveness of the message on consumers before determining how to dramatize it
SCRIPT OPTIMIZATION
Deconstructs, analyzes & and makes specific recommendations for optimal story impact prior to animatic or final production
BOARDS/ANIMATICS TESTING
Behaviorally tested, frame-by-frame, to reveal areas of strength, opportunity, risks & optimizations prior to production
AD PRE-TESTING
Measures consumer response to produced assets in real time, pinpointing significant improvements easily be made in post
SOCIAL/DIGITAL TESTING
Gauges response to your assets embedded within a social media platform, ensuring they are watched, recalled & impactful
Storyteller RESEARCH utilizes a combination of AI, implicit & behavioral techniques to measure observed consumer response, not opinion
ATTENTION
WEB-ENABLED AI
measures the % of consumers paying attention (undistracted) to the ad at any given second
EMOTION
FACIAL CODING
measures the % of consumers exhibiting an emotional response at any given second
RECALL
TIMED RECALL
measures how quickly, correctly & consistently consumers can recall the brand in connection with the ad
PERSUASION
MAX DIFF + IAT (test vs. control)
measures the % difference in brand preference & loyalty caused by ad exposure