Proposition testing

Here ABA takes propositions and assesses how they land amongst relevant consumers. Techniques vary substantially according to the brief – the development stage often being explored in a creative setting like a focus group then, as ideas firm up, ‘in situ’ testing becoming essential in getting to the instant reactions most predictive of future appeal. Following launch, we aim for ‘in-the-moment’ feedback from genuine users plus target market consumers who aren’t engaging – the latter representing growth potential. As in all ABA work, outputs focus on identifying the strong points to keep and weaknesses to address.

Case study