Zappi Amplify Early Idea

Summary

Every great campaign starts with a creative idea based on a powerful consumer insight. Amplify Early Idea enables you to share your campaign idea(s) with consumers and learn what is resonating, and what is missing the mark. Check that your idea has potential, choose between ideas and know what's important to focus in on as you develop iterations. 

Available for these verticals:

  • CPG & QSR
  • Tech
  • Financial Services
  • Essential Services (e.g. Telco)
  • Retail
  • SMCG
Stimuli: short paragraphs describing the idea. An image can also be included (jump to more detail here)
Framework: consistent with the full Amplify ad system's Reach, Resonance & Response metrics. While it does not have the same later effectiveness summary scoring as Amplify TV or Digital, we introduced the early stage Creative Potential summary score to make analysis easier and more compelling (jump to section). Users can also evaluate their creative using key measures that capture reach, resonance and response. Resonance is the particularly important bucket at this stage of development. And verbatims, which are also summarized into themes, are available from a number of open questions so users can understand what people are reacting well to and how they should move forward from idea to execution. 
Evaluation: Monadic
Sample default: 200 category consumers (with the option to set the sample size as anything between 200-800 respondents).
Norms: Yes; market-wide norms are activated when total stimuli tested reaches N=20 and your own customer norm per market activates when you've tested 20 stimuli in each market.

Metrics: The 3 Rs framework focuses on the storyboard's potential to Reach, Resonate and create the desired Response and the ad's potential is summarized via the Creative Potential Score.  


Configuration and analysis

For more details about how to set up Amplify Early Idea and how to analyze your results, follow these links.

Amplify Early Idea | Survey and Configuration

Amplify Early Idea | Reporting and Analysis


Key Measures

The 3 Rs Framework

The reporting focuses on the storyboard's potential to Reach, Resonate and create the desired Response and the ad's potential is summarized via the Creative Potential Score.  The Creative Potential score is a summary measure which looks holistically at the potential of the idea to be translated into a successful finished execution.

Creative Potential is then diagnosed using the 3 Rs - Reach, Resonance and Response. Within your Quick report there are summary scores for each, as well as the ability to see which individual measures are driving the summary score up or down. 

  • Reach: The ad’s ability to cut through the clutter, link to the brand, and build distinct memory structures making the brand more salient.
  • Resonance: The ad’s ability to engage and trigger an emotional response helping the ad go into memory and making it come to mind more positively into the future.
  • Response: The ad’s ability to generate a more immediate response and brand reappraisal, more important for smaller brands or news based ads.

The summary scores are available in Crosstabs only for Amplify Early Idea.

Individual measures help establish whether an ad idea resonates emotionally, provides a strong foundation for campaign executions or presents any risk for the brand:
  • Do people like the idea?  How does it make them feel? Is it relevant to them?
  • Is the idea easy to understand?
  • Does the ad idea communicate key category drivers?
  • Is the key message clear, relevant and believable?
  • Are there any potential cultural issues or risk?
Understand if the idea can help the brand reach consumers and get an early indication of response:
  • Does it have strong connection to the brand?
  • Is the idea unique and different?
  • Does it have potential to drive brand purchase? [Early indication]
  • Does it have potential to build brand appeal? [Early indication]

The 3 R scores are presented as absolute scores within Quick Reports and Crosstabs. They are also available as percentiles within the Percentile Distribution chart.

Testing process

  1. Upload between 1-5 ideas per test
  2. 200 category-consumer respondents are exposed to each idea
  3. Key questionnaire components:
    • Concept Appeal
    • Emoji Response
    • Key Metrics on a 5-point scale
    • Attributes/Category Drivers
    • Key Message Clarity & Believability
    • Likes and Dislikes
    • Brand Meets Needs
    • New Information
    • Cultural Sensitivity
    • Celebrity Awareness, Appeal & Fit
  4. Results are provided in the context of the available norm (e.g. country-level, category-level)

Creative potential

The Creative Potential Score is a summary measure which looks holistically at the potential of the idea to be translated into a successful finished execution. It summarises whether the idea has potential to:

  • Reach people by breaking through the clutter and bringing the brand to mind
  • Resonate to hold attention, be relevant, relatable and make people feel good
  • Create a response by making people more likely to consider and feel good about the brand.

Learn more about the Creative Potential score and how it’s calculated.


Cultural Sensitivity Question

You can choose to add the Cultural Sensitivity question during configuration. This can give you some insight into how consumers view your product or idea, and allows you to catch any issues before you go to market.

Learn more about the Cultural Sensitivity Question and how to interpret the results.



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