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What is an Advertising pretest?

Are you wondering if your advertising campaign is making your target group react the way you hoped?

 

Cambri’s advertising pretest helps you see how effectively your desired message is delivered through an advert. You’ll get spontaneous consumer reactions, see heatmaps of how attention-grabbing your visual materials are and hear honest opinions about whether people would purchase your product after seeing your ad.

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Why are Advertising pretests important?

Advertising can inform and inspire purchasing decisions and increase brand loyalty. However, it can also create false impressions or worse, go unseen. It could even just annoy people!

By pretesting your ads, you’ll gain insight into what consumers really think about your brand and advertising. The tests also reveal any blind spots you might have missed and help ensure your brand strategy communicates the right things about your brand.

It can also show how your global ad material is working in your local market or if it needs localisation

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what our clients say

"We use Cambri extensively on a global level. It's quick, cost-efficient and flexible."

Dr Kevin Deegan

Head of Consumer Insight at Valio

“Our sprints have become shorter and we get results much faster.”

Rauni Strandman

Innovation Manager at Anora

"A new kind of agile and cost-effective way to gain consumer feedback."

Hanna Korhonen

Marketing Director at Cloetta

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When to use an Advertising pretest

  • Launching a new product or product range.
  • Developing a new creative campaign, brand narrative or advertising material.
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Methods related to Packaging design testing

How does it work?

NLP (Natural Language Processing)

Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.

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Quotes

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“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”

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Julia Neergaard Laursen

Innovation Projects Lead at Nestlé Nordics

“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”

Sanna Dooley
Sanna Dooley

Chief Commercial Officer

"Instead of trying to understand the past, let's use consumer insights to decipher the future."

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Dr Oskar Korkman

Market Strategist & Co-founder at Alice Labs