Amplify Out-of-Home | Survey and Configuration
Overview
Amplify engages consumers in the same way they see, hear and response to content in the real world. 98% of all outdoor advertising receives less than 2 seconds attention in the real world. Zappi uses a 2 second “fast exposure” to measure Breakthrough, Comprehension and message breakthrough followed by a forced exposure to understand additional Creative Potential and understand optimization opportunities.
For general configuration help, check out our Getting Started Guide.
Questionnaire Flow
| Intro & Screening | Respondents are asked their age, gender, region, income bracket & other relevant demographics or behaviors for the category. |
|---|---|
| Usage or purchase frequency | Respondents are then asked their usage or purchase frequency for the specified test category. They are also shown a list of retailers and brands and asked to indicate past visit / purchase. |
| Flash Exposure | Respondents are shown the test ad for 2 seconds, with a 3 second countdown warning. The flash exposure is followed by questions to measure Breakthrough, Comprehension and message breakthrough. |
| Unaided Brand Recall | Which brand do they remember seeing the ad for? |
| Understanding | How easy or difficult was it to understand the ad? |
| Key Message | What message was the ad trying to convey? |
| Forced Exposure | Respondents are shown the test ad for a second time, where they can choose to look at it for as long or as little time as they like. |
| Emoji emotional response | Respondents are then asked how they feel about the ad by selecting an emoji. |
| Key metrics on 5-point scale | Please rate how much: enjoyment, attention, brand connection, persuasion, brand appeal, uniqueness of brand impressions, brand distinctiveness, relevance, ad distinctiveness. |
| Category Drivers | Which of these attributes do you think is communicated about the brand by the ad? |
| Key message clarity and believability | How clearly does the ad communicate the following messages? And, how believable were those messages? |
| Open-ended Likes & dislikes | Tell us everything you like and dislike about the ad. |
| Brand Meets Needs | Please rate how much the brand meets your needs. |
| New Information | Does the ad tell you anything new about the brand? |
| Cultural Sensitivity | Is there anything you think people will find offensive, unpleasant or disturbing about the ad? What is that? |
| Distinctive Brand Assets | What visuals, styles or elements made you think this was an ad for the brand? |
| Likes and Dislikes Heatmaps | Respondent is asked to click on the ad to select parts they like and dislike and to add comments. |
| Celebrity recall and appeal | Can you recall any of the celebrities in the ad? How much do you like them? |
| Brand usage frequency | Respondents are asked their usage frequency for the specific brand. |
Fast exposure | Basics & FAQs
What is the survey experience for the respondents like?
After a short welcome message letting them know they will be seeing an ad that they would see out and about, the respondent will see the ad for 2 seconds. They will answer some questions about brand and message recall as well as comprehension, then they can look at the ad again for as long as they want before answering the rest of the questions.
What do we ask after the fast exposure?
Following the fast exposure we ask 3 questions: unaided brand recall, ease of understanding, and unaided key message recall.
What if someone missed the ad?
The respondent is prompted to click next when they are ready to see the ad, and they are given a 3 second count down, so missing the ad is unlikely, but if someone misses the ad they are still asked the memorability questions. They are then shown the ad in full again in a ‘forced exposure’ to get more qualitative/system 2 responses to the ad.
What is the Unaided Brand Recall score based on and how do I configure brands and sub brands to ensure my unaided brand recall score is as accurate as possible?
The percentage for Unaided Brand Recall is based on auto-coding for Parent brand and Sub brand. This means that some ads will only have a Parent brand present but others will have their score based on their Sub brand too.
- For auto-coding to pick up your brand as accurately as possible, be sure to also submit alternative brand names and slang terms. The auto-coding accounts for fuzzy matching, such as simple spelling errors, so that those answers will still count. Submit as many alternatives as consumers may use (example for M&Ms: M&Ms, M&M, eminems, M and Ms, M and M etc).
- A few notes on spelling
- Capital Letters: Don Simón vs don Simon = no need to add alternatives (except for Cyrillic languages).
- Accent: Don simón vs Don simon = Must add the alternative (“ó” is a different character to “o” from a computer's perspective).
- Spaces: Don Simon vs DonSimon = no need to add alternatives
Brand recall only shows coded brand recall for my tested brand, but can I see misattribution?
While on the unaided brand recall chart, you can export the raw data from the export tab and code this up manually to get a sense, however there is no current quick way to automate this.