Hall & Partners

Pre-testing philosophy
Our approach to all our research services is informed by the fact that the founder and many senior executives have had distinguished careers in advertising as account planners. Thus our approach is based on how practitioners believe advertising works, rather than how researchers think it works.

1. We believe quantitative pre-testing should answer two key questions: ‘Should I run it?’ and ‘How can I make it better?’ Therefore, Hall & Partners Presponse both assesses the potential of communications to minimise the risk of running ineffective advertising, and advises on how to maximise its effect through understanding how it is working.
2. The purpose of communications is to enhance the consumer’s brand relationship, and so the ultimate measure of effectiveness is whether it has the ability to improve brand dynamics and ultimately brand consideration.
3. A Presponse study uses a set of standard measures, designed to test the assumptions behind the strategy, but the actual questions, scales and diagnostics are all tailor-made to reflect the brand and communications strategy.
4. Advertising and other communications can work in many different ways; we have identified the main ways in which each medium and discipline works and have devised measures for each. Thus we can measure if the communication works and how it works.

• Brand consideration*
• Brand dynamics*
• Brand diagnostics*
• Communication dynamics*
• Communication diagnostics*
• Branding diagnostics*