Undercover pre-test
Besides a detailed diagnosis of the communication performance, an essential part of the test design is the prognosis of awareness and assertiveness (cut through potential) in an editorial or competitive setting.
In the context of studio-tests, the interviewees are invited undercover to a “magazine test” (print adverts) or a “programme test” (commercials).
In addition, a pre-/ post-test about preference shifts regarding stimulus quality can easily be integrated in this test design.