NAVIGATING THE JOURNEY
When you’re making important decisions, you need to be sure you’re focusing on the right things. There’s a famous tale about the commander of a warship and a coast guard that goes like this: Commander: “Please divert your course 15 degrees north to avoid a collision.” Coast Guard: “Recommend you divert YOUR course 15 degrees south to avoid collision.” Commander: “This is the captain of a US Navy ship. I say again, divert YOUR course.” Coastguard: “No, I say again, you divert YOUR course.” Commander: “THIS IS THE AIRCRAFT CARRIER USS ABRAHAM LINCOLN, THE SECOND LARGEST SHIP IN THE UNITED STATES’ ATLANTIC FLEET. WE ARE ACCOMPANIED BY THREE DESTROYERS, THREE
CRUISERS AND NUMEROUS SUPPORT VESSELS. I DEMAND THAT YOU CHANGE YOUR COURSE 15 DEGREES NORTH. THAT’S ONE-FIVE DEGREES NORTH, OR COUNTER MEASURES WILL BE UNDERTAKEN TO ENSURE THE SAFETY OF THIS SHIP.” Coast Guard: “This is a lighthouse. Your call."
Technology has brought an explosion of content, devices, formats and opportunities to reach people but with it has come an almost infinite supply of data and bewildering array of metrics to try and make sense of it. Consequently, marketers can sometimes feel caught in a storm with a constantly changing environment and many potential strategies to navigate it.
At Ipsos, we believe the key to success is to be clear about where you’re trying to get to and to measure success by focusing on the metrics that matter.
Ipsos Encyclopedia - Pre-test
Definition: Ad Pre Testing (also called 'Copy Testing') is the use of consumer research to evaluate the potential effectiveness of an advertising execution before placement in the media. It may be used to assess creative ideas at an early stage (rough ads), to choose the best ideas and improve them for final development, or to make a final evaluation of a produced ad prior to media investment.