Explore tests include: TV Ad Test, Social Media Ad Test, and Creative Test.
TV Ad Test flow
The TV Ad Test consists of different versions of FRT tests, distraction tasks, and a survey. The initial emotion towards a brand is measured before watching the ads, then after the exposure as well, to investigate potential emotional changes towards the brand after the ad viewing.
After watching the ads, the participants' implicit motivation and memory towards a brand or an ad are also tested using FRT tests.
The TV ad test ends with a questionnaire in which the participants directly report their attitudes and feelings towards the brands and the ads.
Social Media Ad Test Flow
The social media ad test is designed for testing ads in the social media context. This test, similar to the TV ad test, includes different versions of FRT tests, benchmarking tasks, distraction tasks, and a final survey.
First, the participants go through a true-to-life simulated social media feed such as Facebook, Instagram, TikTok, YouTube, and Twitter, with selected ads embedded.
Then Explore tests the participant’s implicit emotion, motivation, and memory for the brand or ad using FRT tests.
The tests end with a questionnaire in which the participants report their attitudes and feeling towards the brand.
Creative Test Flow
The creative test (formerly known as the "asset test") can test different categories of both videos and static images such as ads, websites, packaging, and signage. It consists of FRTs that test emotions and motivation and ends with a survey. During the FRT tests, a word is presented right after each image and the participants show the association with the image. The final stage in the test flow is filling out a self-report questionnaire that measures their attitude towards the brand.
The creative test will take the place of the Static Ad Test, as both types function the same, but the creative test offers more functionality.
