Comms Testing

Creative evaluation isn’t easy. Unless you use the right tools…

COMMS, MEDIA AND AD TESTING EXCELLENCE

As humans, we lack accurate insight into our own thought processes, biases and decisions. While pre and post-tests focus on recall, at Walnut we analyse comms by combining neuroscience with established research techniques to discover deeper insights.

Neuroscience gets you to a deeper level that people can’t articulate. This gives you a greater predictive value and insight into communications effectiveness.

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OUR CREATIVE TESTING SOLUTIONS

Thanks to the power of neuroscience and cognitive psychology, we have many ways to measure emotions. Putting emotional measurement at the heart of creative development is key to success.

adQUAL

Generate an emotional connection with your comms using our qual approach and comms framework to identify creative routes to develop or ditch

adNOW

Agile testing of your creative ideas or comms using implicit reaction time to understand the potential and the impact

adMIRE

Combining implicit testing with facial coding to capture the moment-by-moment emotional emotional profile of an ad

adNEURO

For the deepest understanding of creative – using neuroscience (EEG, GSR and Eye Tracking) to decode the emotional reaction to your comms, pinpoint the moments that matter to drive optimisation. This is combined with qual to explore reactions in detail for richer understanding of your comms potential

adIMPACT

Use implicit reaction time testing to understand the true impact of your comms to deliver on specific associations and its potential to shift or reinforce perceptions towards your brand

adKNOWLEDGE

Combine our consultative expertise with applied neuroscience – creating category and brand specific golden rules, guideline and playbooks to optimise your current and future comms

The role of neuroscience in understanding performance

Our expertise tells us a good ad or brand needs to capture attention, stimulate emotions, and drive action. This basic principle underpins all our brand and comms evaluation.

People might reject an idea or brand perception at conscious level, but we need to go beyond this superficial appraisal and understand how the piece of comms really impact at emotional and cognitive level in order to assess its potential effectiveness.

Interested in finding out more – chat to one of our comms experts

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OPTIMISING TV ADS WITH EMOTIONAL MEASUREMENT

Working in strategic partnership with Lidl and TBWA we used neuroscience to optimise their TV campaigns. In doing so we ensured insights from neuroscience were actionable and worked through into revised edits as well as wider learnings pulled through into future campaigns

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View Our Thoughts

More case studies

Walnut made recommendations for optimising an ad based on adNEURO. We made them. Subsequent ads performed better! That’s as perfect a result as can be hoped for!

JUSTIN CLOUDER, STRATEGY DIRECTOR