Conquest

Going beyond the obvious
Conquest is a thought leader in brand and advertising research. We believe that much of how people respond to brands is instinctive and lies below the surface, and we implement this thinking into our brand and advertising evaluation.

We believe that the most important part of evaluating advertising is to understand the effect that the advertising has on the consumer’s engagement with the brand. Our test and control methodology allows us to infer the effect that the advertising has on emotional engagement, without the respondent having to verbalise a mental process that they are unaware of.

By engagement we mean looking at two areas: the rational and emotional response to the brand. While the persuasion-model of traditional advertising pre-testing can uncover the rational part of this, it cannot access the emotional and unconscious aspects of consumers’ minds - it therefore only delivers part of the story of how the advertising is working.

Conquest has pioneered a new approach to accessing this emotional response to brands and advertising – Metaphorix™ uses visual representations of primary metaphors to plug directly into how consumers really feel.

By integrating our unique Metaphorix™ tool with more conventional questioning techniques, our advertising research thus looks at both sides of consumer response: conscious and unconscious; rational and emotional. This gives a more holistic, and more valid, picture on how advertising has effected brand engagement.


Metaphorix™ is different in that it tells you how consumers really feel

1. Within a conventional pre-testing framework it is often hard to pick out the ‘great’ ads from the ‘good’. With Metaphorix™, consumers are much more likely to use extremes of scales than when answering conventional verbal questions. Metaphorix™ therefore pulls apart response to advertising by enabling consumers to express themselves fully.
2. With advertising nowadays increasingly designed to elicit emotional reaction, rather than to communicate a rational message, it is often hard to see a shift in conventional measures such as purchase intent or attitudinal persuasion. Metaphorix™ measures are sensitive enough to pick up the key brand engagement shifts (e.g. brand warmth, closeness) engendered by the ad, giving a more useful diagnosis on the advertising at pre-test stage.
3. Our non-verbal Metaphorix™ approach can be employed universally to measure engagement with brands and advertising – again a key benefit as advertising is often designed for a multi-country audience.
4. Metaphorix™ makes the interview more interesting and involving for the respondent. This increases the depth of response, producing higher quality data and richer verbatim comments.

• Overall impressions/feelings
• Message registration
• Brand beliefs*
• Brand engagement*
• Brand disposition*
• Brand proximity
• Brand disposition*
• Brand feelings
• Ad engagement*
• Ad empathy