Consultants in advertising effectiveness Advertising pretesting – Cognitive research Concept
Advertising effectiveness is determined upfront. Afterwards it's too late!
We seek to identify the strengths and weaknesses of your creative ideas at the earliest possible stage and then fine-tune them for maximum impact. Cognitive analysis goes beyond consumer opinions to analyze and unlock the ad's intrinsic potential.
IM
What we do
WHAT WE DO
"Any touchpoint with a target audience can be studied using cognitive analysis"
A response tailored to your specific requirements
Deliverables and a comprehensive, ongoing service
IM
benefits
Benefits of the IM approach
"Yes, there is a fast, cost-effective predictive method to boost your advertising performance"

Can consumers give you the informed insight you need?

… they don't say everything … can't say everything … don't always do what they say …

We analyze the conscious and unconscious processes involved — with no consumer interviews and no subjective opinion- or location-related bias.

Consumers cannot judge the real power of an ad while it's still unfinished. Their perception is unintentionally shaped by the material and the way it's presented.

E.g. storyboard, animatic, etc. or ads with a high-impact beauty shot, celebrity testimonials, cutting-edge effects, etc.

Our approach takes account of potential room for improvement. That means we don't kill off a good creative idea before it's had a chance to be honed and perfected — because a rough draft is not the same as a final advertisement.

Our approach begins with an accurate diagnosis of your initial creative intentions, with no consumer surveys to set up and manage.

This way, there are no unpleasant surprises… campaign costs and schedules are kept firmly under control…

… in fact, you can streamline the entire upstream process by limiting the number of ads to be produced and tested using conventional quantitative methods

People's brains work in exactly the same way all over the world. It's only cultural specifics that make one region different from another.

Our international studies are therefore conducted centrally, with none of the usual constraints:

• No local arrangements
• No questionnaires to be translated
• A single point of contact for you
• A single schedule, which is short and easy to manage

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Local validation is also simple and effective, thanks to our network of local correspondents

IM
analysis
HOW?
"A flexible, scientific analysis protocol, enabling us to intervene at the earliest stage and throughout the creative process"
WHEN?
HOW?
ANALYSIS IN 4 STEPS
OUR CLIENT ROSTER
Advertising and
the human brain
ADVERTISING EFFECTIVENESS
"Advertising effectiveness is complex, but scientific methods allow us to study and understand it"
Scientifically speaking, advertising leaves conscious and unconscious traces in our mind. These traces may or may not become lasting memories. They guide our behavior.
Ad > trace > behavior
Ad How consumers perceive the ad Trace Enters short-term memory Behavior Impact on behavior — depending on the quality of the ad
1. Perception

A consumer watches an advert.

The more the ad interests us, the more it grabs our attention, the better it will be recalled. Interest and attention are generated by disrupting the viewer's environment — a shock, an exclamation or any other element which stands out. Emotional content also raises attention levels and aids recall.

2. Short-term and long-term memory

Before being filed in our long-term memory, which is permanent or semi-permanent, information is stored for a few tens of seconds in our short-term memory. This short-term memory has a limited capacity — it can't hold more than about seven items on average. So there's no point in trying to say too much in a short space of time. The key is to prioritize. The goal is to build a long-term memory trace centered on the core message and linked to the brand and product.

3. Impact on behavior, depending on the quality of the ad

If the memory trace left by the ad is sufficiently powerful, rich and clearly associated with the brand and/or product, then it may create desire and attraction to the brand or product and in turn drive purchase behavior and intent.

Of course, most of the memory traces generated by a message are unconscious and can't therefore be evaluated by consumer surveys. These unconscious traces not only create desire, they also influence consumer decisions at the point of sale.

Why
IM?
The fundamentals of the IM method
"Drawing on latest scientific understanding, we seek to identify the intrinsic potential of your campaign at a very early stage in the creative process"
Cognitive science
IM has revolutionized pretesting on the basis of two premises
VALIDATION: OUR R&D
>Our team
 
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Our team
"Passionate about what we do and always ready to listen…"
What makes us different is the time we take to listen to you and understand what your needs and goals are for your brand — and ultimately to help you improve your creative projects. We're always delighted to tell you about what we do and how we can help. Or explain the results of an analysis. Or review your evolving project and produce an updated report as many times as necessary — right through to the end of your creative processes.
Bernard Croisile
Co-founder of IM
Olivier Koenig
Co-founder of IM
Bruno Poyet
Co-founder of IM - President
Ziad Samaha
Deputy Managing director
Maryline Pellerin
Account Director
Anne Louvegnez
Account Manager
Vanessa Brulé
Senior Analyst
Julia Brulé
Senior Analyst
Audrey Villard-Forest
Research Executive
Florian Feron
Research Executive
Mélanie Berger
Research Executive
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