Visual and Concept Combat Testing

While traditional market research firms test corporate strategy concepts and creative materials in a vacuum and evaluate them against historical databases, our forward-looking combat testing evaluates concepts, ads, and messages against the competition.  Our regression analyses against real-world ad tracking and ad performance impacts have proven that our combat testing approach produces results that are as much as 3-4 times more predictive of how a concept will perform.  And it makes sense.  Ultimately you drive results relative to what your competition is doing, now.

The research design for our combat testing methodology has been constantly evolved through three decades winning high-level political and corporate battles, which have established us as the leading global experts and innovators in competitive message and visual testing.  Whether fighting a head-to-head battle for a national leader at the ballot box, a magazine title at the newsstand, a movie in the theaters, a CPG brand at the retail shelf, a company battling a corporate image crisis in the press, or any type of vendor on the web or in the mailbox, our combat testing will help ensure that you don’t spend money on a message that will not increase your market share or gain advantage over your opponent.  

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