Dial Testing

Smart clients know it’s wise to test their advertising before making large investments in TV ads. The main use of this qualitative technique is to evaluate ad effectiveness, but it can also be used for infomercials, movies, debate performances, presentations and speeches. It’s the best way to understand what precise aspects of moment-to-moment communication work and don’t work. When dial-test groups are moderated correctly, clients receive clear results on exactly what persuades and what doesn’t, and most importantly, why.

CERC works with creative agencies and those who make the spots to provide the metrics that make their efforts as effective as possible. We understand and respect the entire creative process, making us the ideal choice to advise and collaborate on programs of all sizes. Clients have told us they won’t make another TV ad buy without first using our dials to pre-test their ads. Great advice comes from bulletproof data, and Competitive Edge’s dial-test studies give our clients the confidence to make important—million dollar—decisions based on research, not hunches.

Competitive Edge uses the Perception Analyzer, which is a vital tool for more robust research, enhanced group interactions and effective learning. This unique dial equipment allows us to more deeply understand perceptions and better predict outcomes by facilitating our ability to:

  • Easily interact with participants to instantly capture individual responses
  • Display results to help drive discussions
  • Immediately begin analyzing data

The comfortable and easy-to-use hand-held dials allow participants to privately respond to stimuli on a moment-to-moment basis. We’ve found this allows participants to answer more honestly and minimizes groupthink. There are no wires to get in the way, as the dials wirelessly communicate the continuous flow of data to computers and monitors. The accompanying software captures individual responses, detecting dial movement as participants make their selections. When the dials stop, the software captures the value from each dial, and then processes the data for analysis and display. For moment-to-moment questions, the software repeatedly “polls” the participants because the dials are always in motion.

Ad Testing Clients Include:

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