Copy testing, advertising research, and positioning research are tests that evaluate and diagnose the communication power of advertising, either broadcast (television, radio), print (newspapers, magazines), or on the web.
InnoProbe conducted positioning research for a French pharmaceutical company interested in entering the U.S. market. The company had developed a unique formula for synthesizing magnesium in its supplements. While there are many benefits of magnesium, consumers can typically retain a few key facts. Consequently, positioning research and advertising testing explored the benefits of this unique product line. In addition to evaluating alternative ways of describing the end benefits of this product, packaging and pricing options were also exposed. The client received valuable insight and was able to launch the product successfully at a high margin in a crowded competitive field.
A major consumer products company needed a name change. The company had been in business for 100 years, but a series of healthcare acquisitions made its name less descriptive. Interviews were conducted among buy- and sell-side financial analysts, common stockholders, and brand users to determine which of several possible name changes would be descriptive and acceptable. Testing revealed that the name of its most prominent subsidiary was optimal, and the change was implemented. Over the course of several years the company successfully established itself as a leader in the healthcare space.
