RKM Impact™
Impact™ uses highly precise, and highly predictive, quantitative measurement techniques to evaluate the relative appeal of different creative materials. It provides a definitive method to test different advertisements, creative executions and collateral materials in a more natural setting. The research is uniquely suited to test any type of creative materials in any type of format, and can be scaled to a broad consumer audience or to a more narrowly focused target audience.
The Impact™ methodology is based on a superior system for testing creative materials. The method is preferable to traditional focus groups, copy testing and ad recall research because participants evaluate different materials in a one-on-one setting which more accurately reflects how they typically receive this type of information. A popular approach is to use our proprietary audio and visually enabled online measurement system that includes task-timing capabilities for testing explicit (controlled) and implicit (automatic) associations measured quantitatively in milliseconds.
Impact™ delivers a more definitive understanding of the relative appeal of different creative executions, including print, billboard, radio, television (streaming video), online and collateral materials. Each execution is rated in several areas to test for cognitive and emotional appeal and then ranked against the other executions under investigation. Because the research results are rooted in a method that more naturally simulates how consumers actually receive and react to creative materials, it precisely identifies the executions that generate a more powerful connection with consumers, based on explicit benefits and implicit brand attributes.
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