Communication Evaluation

Communication EvaluationIt is not enough to simply communicate with your customers. Communicating the right message at the right time in the most compelling way will allow you to truly grow your brand. Parker’s communication evaluation service is designed to help identify the best communication strategy and execution that drives the intended marketplace behavior.

Utilizing our proprietary CLIP framework, you can effectively test a complete advertising campaign (television, print, radio, online) or any of its components.  In addition, our CLIP framework extends to other communication vehicles such as direct mail, free-standing inserts and point of purchase displays. CLIP evaluates the key performance dimensions Communication, Likability, Impact and Persuasion to assess the most critical dimensions or your communication pieces as these are key indicators of potential opportunity and success. Our 15+ year commitment and discipline to CLIP allows us to maintain a robust normative database that provides valuable context to study findings.

This service is well-suited for the following scenarios:

  • When the need is for early-stage screening or late-stage confirmation
  • When the need is for a research solution requiring a smaller investment
  • When there is interest in testing communication across a large respondent base
When the need requires a more comprehensive evaluation employing iterative testing, Parker has extensive experience in communication optimization.

 

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Testing early with lower cost media can guide you toward a direction you should take with your communications. We often test animatics, rough cuts & storyboards. Our experience allows us to provide the right contextual setting for respondents.
Our normative database contains years of experience with many types of advertisements and marketing communication vehicles.
Evalute multiple marketing executions
Diagnose performance drivers to understand why one execution may resonate more with the target audience
Understand how various sub-groups respond differently to the set of potential winning communication ideas
Measure the impact that winning executions have on attitudes and preferences toward your brand