Creating the right Connections

It goes by the mantra "It's not about the ad. It's not even about the brand. It's about how the ad connects the brand to the person." Synovate's new research tool called Connections aims to discover the attitudinal equity of the ad, post-exposure.

Connections, which builds on existing copy testing methods, involves asking two questions -- first, to what extent, if at all does the ad remind the consumer of things  they really care about; second, to what the extent does the ad remind them of things they enjoy. This is followed by an open ended question which requires the respondent to elucidate those aspects of the ad which reminded them so. The respondents are also asked to rate the ad on a scale of one to seven, with seven being the ad which they felt related to them the best. According to Synovate's global director of innovation, brand and communication research at Synovate, Jannie Hofmeyr the scale helps Synovate to identify among whom the new equity is being created.

Connections has been tested in the US through longitudinal research on 13 different advertising across various product categories. "We surveyed people, showed them the ad and measured their response. Then three to four weeks later re-interviewed them to see whether their attitude towards the brand had changed or not. The follow-up is new and helps us to see whether the perception has changed or not," Hofmeyr says.

Synovate will target the tool at creative agencies, but Hofmeyr admits Connections is up against tough competitions from established quarters like Millward Brown's Link, Ipsos ASI Next and TNS AdEval. However, he is hopeful agencies will respond positively to Connection's ability to capture the creative element.

Connections has launched in Singapore and Hong Kong while the US, Australia, New Zealand and Malaysia markets will soon follow.