Case studies Media
Catching a tonal problem before a film promo was finished
A monadic survey of three rough cuts identified a tonal problem and an element from another spot that was worth using more widely.
- Message & Creative Development
- Quantitative
- Consumer
The objective
A broadcast network had three rough promos for a film about unconscious racial bias in the United States and time to revise the edits.
The research design
Three groups of potential viewers each saw one rough cut in an online monadic survey. Measures covered takeaway, watch intent, liking, motivation, uniqueness, and effects on the network and its CPG sponsor.
The outcome
The network corrected a tonal issue in one cut and added an element from another spot to additional ads.
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View case →Have a related question?
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