Copy Testing Surveys: Using Data-Driven Marketing Messaging for the Best ROI

Market research can be an invaluable tool for testing key aspects of your marketing - especially before launching an advertising campaign

Once you have established some advertising copy and design for a product or service, market research can identify strengths, weaknesses, and areas of improvement before wasting advertising budgets. 

For instance, copy testing surveys allow brands to show advertisements at any stage to their target audience and receive feedback.

Through a multitude of analysis techniques such as heat maps and text analysis, a market research company will identify what changes need to be made for the best possible return-on-investment.

In this blog post, our advertising and marketing market research company discusses a recent copy testing survey conducted for a specialty fruit brand.

We will cover the study objectives, approach, and outcomes from the research below.

Copy Testing Surveys

Objectives of the Copy Testing Survey

A full-service insights and strategy firm in Minneapolis, MN partnered with Drive Research to conduct a market research study for a specialty fruit brand in California.

The goals of the market research project were to gather feedback on how well stills, videos, headlines, and attributes perform among the target audience.

The brand was looking to understand how the tested creative performed among respondents regarding boosting awareness of the brand and other key pathways.

These and other secondary objectives were addressed in the survey.

The data and findings from the market research provided the client with unbiased, credible, and representative views to guide decisions.

Approach to the Copy Testing Survey

To address the objectives for the insights and strategy firm and its specialty fruit brand client, Drive Research recommended the following market research approach. This included a quantitative online survey within the U.S. geography.

All respondents were residents in the U.S. within the specialty fruit brand’s footprint. The survey was blinded, which meant respondents did not know it was sponsored by the specialty fruit brand when starting the survey.

The online survey took an average of 13 minutes to complete and included 32 questions. The survey received 1,029 responses.

Fieldwork for the survey was completed in less than one week, beginning on November 20 and lasting until November 24, 2020.

Recommended Reading: Ultimate Guide to Ad Concept Testing Surveys

Outcomes of the Copy Testing Survey

The detailed findings from the survey outlined in a market research topline report remain confidential with the insights and strategy firm and its client.

The copy testing survey answered the following research objectives:

  1. Does the tested creative boost brand awareness and recognition of the brand?
  2. Do the stills hit on key pathways and the desired brand characteristics of the brand?
  3. Which still and video are most memorable to the target audience?
  4. Do the videos communicate pathways and critical messages to the target audience?
  5. Which headline is the most preferred among the target audience?
  6. Which attributes are most appealing to the target audience?

The fresh produce research topline summary report included a background and methodology, an executive summary of findings, and key data visualizations.

This deliverable was intended to provide a bullet-point style report touching on the critical insights from the market research study.

The report also included links to reporting dashboards featuring a detailed question-by-question breakdown of the survey.

Additionally, an Excel cross-tabulation banner file was shared to show a breakdown of the data into key segments for each question in the survey.

Lastly, a full data file showing all responses was delivered to the client.

Our market research company utilized various analysis techniques for the fresh produce company. 

Heat Maps

Heat maps can identify the most and least favorite areas of an image. 

Agreement Scales

Agreement scales under the visual can help validate messaging.

Text Analytics

For a more advanced analysis of the open-ended responses, text analytics can identify underlying themes such as likes and dislikes. 

You can also understand what questions respondents may have, what their preferences are, and their gut reaction to the ads.

Recommended Reading: Understanding the ROI of Market Research for Advertising 

Conduct Copy Testing Surveys with Drive Research

Drive Research is a full-service market research company located in New York. Our team of senior market research professionals designs and conducts copy testing surveys for brands across the country.

Interested in learning more about our market research services? Reach out through any of the four ways below.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

tim gell - about the author

Tim Gell

As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology. 

Learn more about Tim, here.

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