What you need
Test a campaign:
TV, web, print, outdoor, radio, etc.
Evaluate your campaign’s intrinsic potential, including brand visibility and persuasive power, plus any areas for improvement
Post-test a campaign
In-depth diagnosis of an ad after airing, plus proposals for rework or new creative avenues
Analysis of campaigns across a sector
Ranking of ads across a sector according to key effectiveness criteria, plus analysis of winning devices and mechanisms
Screening of multiple agency proposals and creative avenues
Objective evaluation of the strengths / weaknesses of each creative avenue proposed, whether by one agency or several
Evaluation of product packaging according to key effectiveness criteria, beyond consumer opinion or approval
Testing of logos and graphic identities
Evaluation of logos and graphic identities according to key effectiveness criteria, beyond consumer opinion or approval
Analysis of brand image and perception
Evaluation of how your brand image is perceived at a conscious and unconscious level, beyond what consumers say
Frame-by-frame analysis of the executions that catch our attention
- Brand and product featured.
- Category mentioned and first product claim.
- Another claim with brand and product shown.
- Enjoyment hinted at…
- Slight defiance (humor) expressed.
- Another claim with brand and product shown.
Fleeting appearance and brand not clearly visible.
No auditory mention of brand.
Did you know? Activating perception on different levels at the same time (e.g. visually and audibly) boosts recall.
- Rapid visualization and weak facial expression of surprise / desire.
- Expressions lack intensity. Not much pleasure conveyed…
- Same comment for defiance, especially since this character doesn't speak.
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
Local validation is also simple and effective, thanks to our network of local correspondents
At any point, but ideally at an early stage, as soon as you have a script. We select the versions with the most potential and help you finalize them — drawing on the latest scientific understanding of how the human brain processes and recalls information. In other words, we help you stay focused and get things right from the start, before it's too late!
Our proprietary method lets us analyze your creative intentions and predict their performance as soon as you begin to formulate your ideas. In other words, before too much time and money are invested and while it's still possible to make major changes, if needed.
Whatever analysis method is used, prediction accuracy increases as your project moves forward. So you're usually advised to wait until you have a near-final version. But that's a huge investment. And by this point, it's too late to change direction. Here at IM, thanks to our proprietary method, we offer optimal prediction accuracy, as soon as your initial ideas take shape.
> We are a trusted partner of
> Where we operate
Countries where IM studies have been performed:
China (Hong Kong, Taiwan),
Singapore, Thailand, Indonesia,
Malaysia, India, Australia, USA,
Mexico, Brazil, Russia, Germany,
Belgium, UK, Spain, Portugal, Italy,
Switzerland, Poland, Czech Republic,
Slovakia, Hungary, Romania…
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.
The interdisciplinary scientific study of the mechanisms of human thought, drawing on findings in linguistics, anthropology, psychology, neuroscience, philosophy and artificial intelligence.
Cognitive science focuses in particular on how information is understood, stored and retrieved as well as its possible effects on our behavior.We keep a close watch on the latest research in cognitive science and incorporate new findings to constantly enhance our pretesting methods.
Consumers can't evaluate the power of an ad when it's still in development
Typically, ads are tested at the draft stage (script, storyboard, animatics, etc.). But a rough draft is not yet a ready-to-air message.
Consumers can't picture the end result. Their judgment is conditioned by the quality of the material under test. Consequently, they can easily overlook a good creative idea, simply because it's not finalized.
Direct analysis of the ad offers unparalleled insight for measuring and improving effectiveness.
Scientific analysis of your project enables us to identify which elements will contribute to perception, attention and emotion, and will ultimately build conscious and unconscious memory traces which are beneficial for your brand, product and sales.
The mechanisms analyzed are universal: they're the same in each individual and are part of the way our brains work.
The IM method is the culmination of 12 years of research and validation work by a school of scientists and advertising experts.
Our predictions in terms of impact and effect on sales are repeatedly proven in practice.
Co-founder of IM
Co-founder of IM
Co-founder of IM - President
Deputy Managing director
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