Campaign Evaluation Research

Campaign Evaluation Research

We have extensive experience of campaign evaluation research as well as campaign development and collateral testing.

In order to maximise the impact of campaign investment M·E·L Research can test early creative ideas, through to final copies of creative. We can offer feedback on all types of creative including TV, posters, press, online, social media and radio. This can be done using various methodologies depending on the type of feedback needed, and the type of creative, including:

• Qualitative research to fully understand feedback on creative
• Qualitative research to identify which key messages would resonate best to target your customers
• A one off quantitative study to test creative amongst a larger sample of people
• As part of a brand tracking study to monitor impact of creative on the brand, and to track awareness of a campaign whilst its live
• A pre and post study measuring impact of a campaign on brand metrics, and how best to optimise future campaigns

Our experience in running this type of research includes:

• An annual brand tracking study amongst professionals working in a dedicated safeguarding role, identifying awareness of different campaigns and monitoring impact on the brand
• A continuous tracking study monitoring brand awareness, differentiation and relationship for our client, and key competitors. This study also monitors campaign awareness and performance, and the impact this has on the overall brand metrics
• A qualitative review of campaign materials, running focus groups online to talk through different creative concepts, messaging comprehension and how impactful the overall campaign might be on behaviour. To further enhance this qualitative work, the participants were sent a follow up quant survey to see if their behaviour had changed since seeing the campaign materials
• Multi-stakeholder qualitative research and behavioural science thinking to understand the emotional drivers and resonance of campaigns focussed around encouraging donations to third sector organisations in the heritage space

If you would like to know more about the campaign development research we undertake for a range of charities and third sector organisations, NGOs, public sector organisations and commercial organisations, please get in touch below.