Research

In what is universally considered the best way to test media, ‘dial testing’ is the capture of raw quantitative data as it is generated via direct participant response. This data is then cross-tabulated to reveal tendencies and preferences within particular demographics. The use of dials allows a real-time look into how media and messages are perceived by viewers.

JVW inc. has developed a proprietary method which has been dubbed the “JVW Protocol” both internally and by our peers. The JVW Protocol is a complex series of questions that allows us to gauge participants’ beliefs and preferences, and extrapolate their consumer patterns to find out what message works the best with that group. We then develop a placement plan for media buys to ensure the correct message is placed with a particular program, channel or daypart.

Our dial system is mobile and allows us to setup a testing environment in any market. It is important to test the media using local participants as there is a fairly significant variance in the geographical perception of media.

Our system allows us to pose a variety of questions to the panel, such as two-to-twelve discrete choices, intensity ratings, tradeoffs and moment-to-moment analysis with a corresponding overlay on test media.

We would be doing our clients a great disservice if we just handed them a script that wasn’t backed up by data from a dial group. Our philosophy at JVW inc. is to back up all creative with research.

The science of how we approach a TV spot is fairly simple. We use quantitative research to prove our creative is going to work. The methods we use are dial groups, which are often confused with focus groups, but are actually much more effective.

We put together a group based on the demographics you’re trying to reach. They judge in-market ads of your competitors, as well as out-of-market ads.

We learn where your market lies and how to craft a message accordingly.

Its one thing to be creative, another thing to be effective—the best is when you can be both.