Folder test
Folder-tests measure the recall performance of an advert in a competitive setting (test advert plus 9 defined adverts of competitors). Within an online approach, additional valuable information about the advertisement’s impact can be generated by measuring the average length of time participants spend viewing the advert.
The test persons are invited undercover in order to achieve an unbiased awareness measurement. After the advert has been presented for a second time, a detailed diagnosis follows.
Due to the limited complexity in set-up (fitting and editing the advert) and the possibility to conduct the test online, folder tests are an interesting and most of all cost-saving alternative to magazine and programme tests.