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Innovation Testing

Will your innovation drive profitable brand growth? Test the in-market potential of new concepts and ideas.

Test iteratively at each stage of the development process

Concept / Idea
Pricing

The 3 C’s predict marketing effectiveness

Cubery Methodology | Captivate

Captivate

Stand out and elicit a positive emotional response
Cubery Methodology | Connect

Connect

Leverage established branding properties
Cubery Methodology | Compel

Compel

Predispose people toward purchase

What’s included in a report?

Below you will find an overview of our key reporting metrics. The depth of information included in your report will reflect the level of insight configured for the Test (see the table at the bottom of this page for further information).

Advertising Testing with Cubery Market Research
Performance Summary

 

The Cubery Rating is comprised of a number of dimensions which reflect the behavioural and psychological processes people go through when making a decision.

 

Cubery’s proprietary methodology uses 3 C’s to predict effectiveness: Captivate, Connect and Compel.

 

Metrics:

  • Cubery Rating
  • Captivating: Attraction, Interest, Likeability & Branding
  • Compelling: Feeling, Difference, Persuasion & Virality
Performance Summary | Innovation Testing
Attraction Diagnosis

 

Measure of whether the concept/idea will stand out and set itself apart from other brands. The more unique and distinctive the concept/idea is, the better chance it has of being noticed.

 

Metrics:

  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Attraction Diagnosis | Innovation Testing
Branding Diagnosis

 

Measure of how strongly the concept/idea leverages the established properties of the brand (or the parent brand/masterbrand). Distinctive Assets help to build familiarity, trust and credibility.

 

Metrics:

  • Fit
  • Cues
  • Uniqueness
Branding Diagnosis | Innovation Testing
Likes & Dislikes (Spontaneous)

 

An understanding of the aspects of the concept/idea that people were most positive and negative toward. This helps to diagnose what’s working and identify opportunities for improvement.

 

Metrics:

  • Likes
  • Dislikes
Likes & Dislikes | Innovation Testing
Brand Associations (Spontaneous)

 

3 words people associate with the brand after seeing the concept/idea. This generally elicits an emotionally-charged response, complimenting the more rationally-geared nature of the prompted Brand Impressions question.

Brand Associations | Innovation Testing
Brand Impressions (Prompted)

 

Measure of how strongly the concept/idea conveys the intended impressions about the brand.

 

Metrics:

  • 5 x customised statements
Brand Impressions | Innovation Testing
Rational Diagnosis

 

Conveying information which taps into one – or preferably more – of these six levers, can help to motivate short-term behaviour.

 

Metrics:

  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Rational Diagnosis | Innovation Testing
Emotion Diagnosis

 

The more a concept/idea makes people feel something the better chance it has of being noticed and the more likely it is to influence decision-making and behaviour. This question identifies the type and intensity of emotions elicited.

 

Metrics:

  • 20 emotions in total across positive/negative and high/low arousal continuums.
Emotion Diagnosis | Innovation Testing
Deep-dive (Spontaneous)

 

A qualitative deep-dive providing insights which can help to optimise performance.

 

Metrics:

  • Brand Impressions: The impressions people were left with about the brand.
  • Standout: The most memorable and appealing elements of the concept/idea.
  • Feedback: Opportunities to improve the concept/idea or make it more appealing.
  • Brand Assets: The branding properties (Distinctive Assets) which people recognised.
Open-Ended Deep-Dive | Innovation Testing
Value & Pricing

 

We offer two options for testing price perceptions:

  • Value: An understanding of whether the proposed price represents good value for money.
  • Pricing: Identification of an acceptable range of prices using the van Westendorp Price Sensitivity Meter.
Value & Pricing | Innovation Testing

Have further questions or want to see a case study?

What metrics are included in each tier?

We offer 3 different tiers to choose from when creating a Test. Select the level of insight which matches your testing requirements.

  • Performance Summary
  • Attraction Diagnosis
  • Branding Diagnosis
  • Likes & Dislikes
  • Brand Associations
  • Brand Impressions
  • Rational Diagnosis
  • Emotion Diagnosis
  • Open-ended Deep-dive
  • Value
  • Pricing
Evaluate
How does it perform?
  • + $500
Diagnose
What is driving performance?
  • + $500
Optimise
How can it be improved?
  • + $500

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Have a question? Get in touch!

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