Development
and Screening
At the development & screening stage of the Integrated Marketing Communications Research Continuum, MSW offers a variety of services to meet the branding needs of our clients with regard to degree of finish and target audience.
SIFTER® A first stage concept testing assessment of the power of each idea in combination with the brand name absent execution (i.e., advertising is not required). It is designed to select from many ideas those worthy of future development. Sifter offers an economic approach that provides quantitative confidence and administers measures that are utilized with each of our subsequent copy development system tools.
PROLOG® A quali-quant system designed to investigate consumer insights into early creative ideas in the form of rough advertising. It identifies strengths and weaknesses of branding strategy, message and execution via extensive probing and verbatim responses. Prolog is ideal for studying early creative approaches, thereby allowing for refinement prior to committing to expensive finished production.
CAPS® Child and Parent Studies provide consumer insights into how children and parents influence each other and negotiate the purchase decision. CAPS precise marketing analysis quantifies the negotiation and evaluates its impact on products, premiums and promotions aimed at children. CAPS also focus on determining the variables that influence purchase interest in the relationship of child and parent.
The consumer insights delivered from SIFTER, PROLOG, and CAPS provide input
for the ASSESSMENT stage of the continuum.