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Will “Qual-Quant” Ad Testing Replace Focus Groups Some Day?

February 9, 2016: 12:00 AM EST
A relatively mature, though still uncommon, method for researching advertising concepts is gaining traction among marketers because of its ease-of-use, reliability and cost-effectiveness compared to standard focus groups. Used by AcuPOLL research, the combination of qualitative (groups watching ads then voting) and quantitative (copy testing) is known as “qual-quant.” The candy bar Butterfinger (Nestlé) used qual-quant to test ads being considered for the brand’s return to the Super Bowl. Faced with a shortage of development time, the ad team turned to AcuPOLL for speedy and “actionable” consumer input, and was happy with the results, according to the brand manager.
Jack Neff, "How Butterfinger Used a Safety Net for 'Bolder Than Bold' Ad", Advertising Age, February 09, 2016, © Crain Communications
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