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Consider the Possibilities
Imagine a print advertisement for a new product. The ad will certainly contain a headline, a major reason for using the product, a picture of the product, and, in a prominent position, the product's name.
Imagine that there are:
- three headlines suggested by the copy development team
- four viable benefits from a previous concept test
- four images projected by the artist's rendering of the graphics and background
- three names that have come out of focus groups
These four items can be combined in one hundred and forty-four different ways!
And this doesn't begin to address the mix of ingredients, the predominant color, flavor or texture of the product, pricing or packaging tradeoffs.
A Building Blockssm test allows the consumer to choose the parts of the total product that he or she likes best. The combination of qualitative and quantitative analysis tells the client which combinations work well together and should be pursued. Even more importantly, the analysis shows which items and combinations are likely to run into "dead-ends", and should be dropped from future consideration.