Toronto, ON – The advertising research specialists at Ipsos, a leading survey-based market research firm, have introduced two new tools to help marketers assess the potential impact of their advertising and communications campaigns. Next*360 and CampaignLab are the latest offerings from Ipsos ASI and have been specifically designed to evaluate and optimize multi-media communications prior to final execution.
"Successful advertising connects your brand message with your target audience, but with so many ways to communicate, it can be difficult to know if you are breaking through and connecting," says Jacquie Matthews, President of Ipsos ASI Canada. "With these new Ipsos tools, advertisers gain a better understanding of how potential campaigns will succeed across multiple streams of media before investing in expensive media buys. We take a holistic approach to understand the full potential of your message."
Next*360 is a flexible copy testing tool that quantitatively evaluates the strength of a campaign across all traditional and new media touchpoints. The tool tests the campaign messages with online audiences in various combinations and media in context, assessing the overall strength, reach, persuasive potential, and the emotional response. The campaign in its entirety, as well as the contribution of each individual touchpoint can be evaluated.
CampaignLab is a quali-quant tool that focuses on providing an early read on a campaign's overall potential for success and the added qualitative component that uncovers deep consumer insights. This product was developed and is delivered in conjunction with Ipsos Camelford Graham, a specialty unit of Ipsos in North America that focuses on qualitative research.
These new tools complement the broad range of research products offered by Ipsos ASI, a product suite aimed at providing advertisers with in-depth knowledge and understanding of their brands, advertising messages, and target audiences.
"To have your message miss the mark is costly to both your brand's equity and your bottom line," continues Ms. Matthews. "That's why Ipsos' full suite of advertising research tools are so valuable to c