Welcome to your plan.

“We have three cuts and one media plan. We need to know which one runs, and for whom.”

see how we test your versions

step 01

choose your tested audience

category buyers

lapsed buyers

core audience

Same audience spec sees every version.

One audience spec. Each cell sees one version of the experience.

Don’t worry about bad respondents. We catch that in real time, so every reaction is a real one.

26M+

vetted respondents

30+

countries fielded

0

duplicate respondents

24/7

quality detection

Sparkling drink ad still

sparkling drink

ad test

3 executions

1.2K respondents

step 02

kickoff

Get from kickoff to fielding in as quick as 24 hours.

Pick the version to launch.
goal 01
Know which audience each version wins.
goal 02
Find what to fix before the media spend.
goal 03

A request form quicker than email auto-prices your study and books the kickoff call.

step 03

fielding

One version per cell, in a real ad break.

Each consumer sees one version only, within content during its ad break, so the difference in the results is the ad.

3 versions · one cell eachmonadic
Qs
the show plays
adsversion Aads
the show resumes
Qs
A again
adsversion Bads
the show resumes
Qs
B again
adsversion Cads
the show resumes
Qs
C again
Qs
  1. 1 pre-surveyscreener and blinded awareness
  2. 2 in-context exposureeach version in a real ad break, to its own cell
  3. 3 natural recallunaided recall, intent and key measures
  4. 4 forced exposurethe version replayed for diagnostics
  5. 5 post-surveyfind the winner and how to improve it

step 04

results

Know which version to launch, and what to fix first.

Every version is read against the same audience and against category norms, so the winner can be clearly determined.

cell:
audience:
confidence:

recommendation

from the research report · senior researcher, consumer brands
Launch version A“The only one that says the brand before it says the joke.”
  1. Purchase intent 30% in Cell A vs. 22% in Cell B (+8 pts, 82nd percentile).
  2. 76% of Cell A ad recallers credit the brand.
  3. Lift holds among people who skip after 5 seconds.
purchase intent30%cell Acell B 22%
+8 pts · 82nd pct
ad recall64%cell Acell B 51%
+13 pts · 74th pct
view-through71%cell Acell B 63%
+8 pts · 68th pct
brand linkageFORCED76%cell Acell B 58%
+18 pts · 88th pct

Watch-outs

2 risks
  • Only 41% play back the key message, half of what was intended.
  • Lift among the broad audience is not significant (+4 pts).

Additional recommendations

before launch
  1. Put the offer on screen, not only in voiceover.see evidence →
  2. Weight media toward the core audience.see evidence →
  3. Tighten 0:05 to 0:06, where 19% of viewers skip.see evidence →

Examples shown. We’ll work with you to pick the KPIs that matter most to your team.

step 05

reporting

Let’s get deliverables to your stakeholders.

Pilotly researchers
We don’t dump data. We tell stories.
Pilotly’s researchers turn every cell into one story your brand, media and creative teams can act on.
Benchmarked against category norms, in your custom format, delivered in days.
Talk to your study in plain language.
and ask it anything
which version wins?
Version A. It leads purchase intent by 8 points and brand linkage by 18. B is liked, but fewer people know whose ad it is.

don’t leave just yet

come to the Pilotly side

We support consumer brands in several ways.

Ad creative testing

use case

Brand lift studies

use case

Messaging & claims

use case

Virtual focus groups

methodology

Brand tracking

methodology

A/B testing

methodology

Ready when your cuts are.

Book a demo and we’ll walk this exact study through with your brand, media and creative teams.

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