Amplify Early Idea | Reporting and Analysis

Overview

There are a number of different comparisons and decisions people want to make when pre-testing concepts. Most brands need at least some media support, so ‘using nothing’ is often not an option.

There are two ways to analyze your concept. You can compare against a norm, which is the default view for any chart, or you can compare to another concept.

Compare to the norm:

Is this concept strong enough for good ROI?
Is the concept good or great?

Compare to other concepts:

Which executions or creative routes are strongest?
Is this new concept stronger than the most recent concepts I’ve invested in? Is this new concept stronger than my competitor’s concept?
Which iteration of the concept is strongest? (recommended for meaningful differences between creative, not small iterations).

To compare two or more concepts

From the Analysis section, select two or more concepts to compare. You can only compare concepts tested in the same market.

Click ‘view analysis’. Select the Expanded Metrics at a Glance chart.

Charts default to comparing to the norm. To compare the concepts to each other, go to the configuration settings on the right and under ‘Significance Testing’ select ‘Stimuli’

The concept to concept comparison significance test shows differences between all the stimuli on each measure.

Where a measure for a specific concept is significantly above another concept, the color is bolded to draw attention to this strength.
In place of showing the norm under the achieved score, there is a letter which denotes which column this concept is stronger than (for example it says B, it means the concept in this column is stronger than the concept in column B).
For sales/brand impact, you will still see the percentile score for each concept but we are using the absolute sales/brand impact score (from which the percentile is calculated) to inform whether one concept is significantly above another on the summary metric.

Learn more about making decisions with Amplify.

The 3 Rs Framework

The reporting focuses on the idea’s potential to Reach, Resonate and create the desired Response and its 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 ReportAI 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 concept’s ability to cut through the clutter, link to the brand, and build distinct memory structures making the brand more salient.
Resonance: The concept’s ability to engage and trigger an emotional response helping the concept go into memory and making it come to mind more positively into the future.
Response: The concept’s ability to generate a more immediate response and brand reappraisal, more important for smaller brands or news based concepts.

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

Individual measures help establish whether an concept 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 concept idea communicate key category drivers?
Is the key message clear, relevant and believable?
Are there any potential cultural issues or risks?

Understand if the idea can help the brand reach consumers and get an early indication of response:

Does it have a 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.

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.