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Advertising, Concept, and Copy Testing
While focus groups are great for Concept Development, they do not work well when testing a new concept; be it for a new product/service or marketing message, such as a TV spot, new brochure, tagline or other marketing message.

One on one, individual interviews, sometimes called IDIs, are the best was to test concepts. Decisions are usually individual decisions, not a group practice, therefore it is important to test new concepts (messages or new products) individually with members of the target audience. This is a sure way to learn their "take away" with out the influence of others in the group.

In testing marketing messages (TV or radio spots, ads, brochure copy, etc.), each individual is asked a series of questions to learn what messages THEY take away from the exposure. Interviews typically last 10-15 minutes and, when multiple concepts are use, the creative is rotated between interviews to avoid any 1st impression/last impression bias.

Members of the client team observe the research from behind a one-way mirror, just like in a focus group.
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