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The Concept & Advertising test is a qualitative research model consisting in the analysis of concepts, advertising communication, packaging and promotional actions. It uses qualitative intervention methodology: discussion groups and in-depth interviews. The participants are shown a battery of spots, communication or promotional actions which are the object of the research (up to a maximum of 8), analyzing key aspects of each one, focusing on on the likes and dislikes associated to the advertising, as well as the level of adaptation and repercussions in the global perception of the product and its possible prescription on a professional level.


This model provides a thorough assessment of the key factors of the concept, the product, the communication and the promotional action: motivations and dislikes, adaptation to the type of product and more relevant elements, as well as repercussions of the marketing mix in the professional prescription for this type of products.