Presented at the 2018 Quirk's Event - East, in Brooklyn. We developed the "Visual Optimizer" for our clients who needed to test a wide range of communication layouts, images, and spokespeople to meet a government mandate in their industry. So we developed a new, easy to deploy tool!
3. 2RUSSELL RESEARCH 2RUSSELL RESEARCH
It’s expensive to figure out in the real world.
“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”
John Wanamaker, father of modern advertising and a “pioneer in marketing”
4. 3RUSSELL RESEARCH
It Can Take a Really Long Time
Netflix hyper personalizes artwork:
• Algorithms based on millions of data points
• Analysis based on 100MM+ members
• Gives visual “evidence” for why a title might be good for members
• Resulted in a meaningful improvement in how members discover new content
5. 4RUSSELL RESEARCH
Research & Testing Covers Very Well
Copy Testing | Eye Tracking | Package Testing
UX Testing | In-Market Testing | A/B Testing
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction
6. 5RUSSELL RESEARCH
No Comprehensive Solutions
Test Individual Components OR
Several Ideas without Context
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction
Unanswered
How do creative
elements work together?
7. 6RUSSELL RESEARCH
• Government demanded a minimum
level of vehicle safety recall compliance
• Requested compliance levels often not
met
• Manufacturers required to send a
safety recall notice / letter to owners
Developed to Meet A
Client Business Challenge
9. 8RUSSELL RESEARCH
Develop a form of conjoint analysis
where all options are presented in a
completely visual format.
How Can You Test
All These Moving Pieces?
Our Solution
• Understand how individuals make
complex judgments
• Evaluate the sensitivity of changes
in various attributes
• Determine the effects of
reconfiguring existing options
10. 9RUSSELL RESEARCH
7,500+ online interviews
100+ combinations evaluated
Identified optimal visual letter design
Presented at safety recall conference
Many recommendations implemented
throughout industry
The Visual Optimizer
9RUSSELL RESEARCH
12. 11RUSSELL RESEARCH 11RUSSELL RESEARCH
Test hundreds or thousands
of creative variations.
Visual Optimizer Benefits
1
13. 12RUSSELL RESEARCH 12RUSSELL RESEARCH
Identify the impact of individual elements
in a finished product or piece of creative.
Visual Optimizer Benefits
2
14. 13RUSSELL RESEARCH 13RUSSELL RESEARCH
Determine the best execution
of each individual element.
Visual Optimizer Benefits
3
15. 14RUSSELL RESEARCH 14RUSSELL RESEARCH
Understand the relationship
between variables in an execution.
Visual Optimizer Benefits
4
16. 15RUSSELL RESEARCH 15RUSSELL RESEARCH
Provide the ability to tailor
creative for different audiences.
Visual Optimizer Benefits
5
17. 16RUSSELL RESEARCH 16RUSSELL RESEARCH
Provide the ability to guide optimization
at different stages of the purchase journey.
Visual Optimizer Benefits
6
18. 17RUSSELL RESEARCH
A Wide Range of Applications
Print1 Direct Mail2 Digital &
Websites
3 Mobile
Offers
4 5 POS/
Signage
6 ????7Packaging
19. 18RUSSELL RESEARCH 18
Social Media
• 4 attributes, 2-13 levels = 2000+ combinations
• Narrowed to <10 optimal combinations
• Identified targeted creative recommendations by
key demographic and behavioral segments
21. 20RUSSELL RESEARCH
One Meadowlands Plaza, Suite 1001
East Rutherford, NJ 07073
Any Questions?
I’ll walk you & your team
through the details.
Eric Hunter, VP Strategy
201.528.0336
eric.hunter@russellresearch.com
@MR_TallGuy
linkedin.com/in/erichunter01/