Concept testing is essential in developing the communication of ideas, government messaging, policies, product development and marketing to ensure that your concepts resonate with the target audience and have the potential for success. Identifying any turn-offs and barriers that may impact the success of a campaign, new product, or service is vital before investing in final production and media.
We understand tight deadlines and can implement a fast turnaround concept testing approach if needed.
newfocus has extensive experience with government clients in concept development, testing and tracking of a wide range of campaigns. Examples of similar work we have completed within this sector includes:
newfocus was selected in a competitive open tender process in 2016 as a sole provider of research services to Motor Accident Commission (now SAPOL). As part of that ongoing relationship, SAPOL engaged newfocus to conduct concept development and testing research of community attitudes towards the proposed (at the time) new drink drive campaign concept Selfish Prick.
This campaign won national advertising awards including the AMI Awards for Marketing Excellence’s State and National awards in the Social Change category and National Campaign of the Year.
newfocus has worked with CFS on a range of their prior education and behaviour change campaigns over several years, including the recent Be Bushfire Ready campaigns. Research has covered strategy development, concept testing and tracking.
The recent research was conducted via a two-day online platform consisting of at-risk residents to measure the standout, appeal, messaging and likelihood that the campaign would encourage action.
The Department of the Premier and Cabinet (DPC) was seeking to launch a media communications campaign for the upcoming Valo Adelaide 500 (2022). newfocus conducted concept testing on several creative concepts to provide insights on the ideal approach to communication of this important event.
The concept testing was undertaken by newfocus via a two-day qualitative online discussion platform to their target audiences.