Pre-launch creative evaluation tests are often considered to only be helpful to select and optimize ads with immediate sales objectives, which can fuel short-term thinking and hamper long-term brand success.
But this paper reveals that with the right mix of creative evaluation metrics, creative research can help measure and fuel long-term campaign effects. Focusing on metrics that match objectives can deliver the true value from research and help brands to pursue the bold creative that will drive long-term business outcomes.
Expert tips include:
- Have a clear business objective in the creative brief
- Speak the same language
- Create the right conditions for collaboration
Read more on how to avoid selling creative research short.
Five Future Disruptors: And Implications for Healthcare Market Research
Join our July 16 webinar, and follow two of our experts in innovation and futures as they guide you through each of five disruptors, the implications for pharma and explore innovative market research solutions for each. This virtual playbook will help you navigate the complexities of the future.