Semantic Differential Reiterative Testing
SDR Testing is the second product we developed, in response to demand for a more meaningful way to compare and refine executional concepts.
This can be a “Phase II” following an an earlier HD study, or used to investigate findings and concepts from other research studies and creative development.
Good for questions like…
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What language triggers a strong emotional reaction? What content and style demonstrates understanding and builds trust?
Real life example: How can consumers in India be persuaded to stop using under-eye treatments developed for Caucasian skin? How can this audience be convinced to break old habits and engage with a new molecule?
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Why do people like or dislike something, so that communication and innovation can be meaningful and easier to manage?
Real life example: Why do research participants in China say that they like a scientific-style type of communication that makes them feel safe, while rejecting both innovations and communications developed around that insight?
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What is the sweet spot where people can be “shaken” to take notice, while at the same time not upsetting or alienating them?
Real life example: how can we shake Eye Care Professionals into action on Dry Eye without sounding patronising, arrogant, or too controversial?
Details
Structure and Method
SDR Testing focuses on the mental constructs people use to understand and assess concepts, products or experiences.
By understanding the mechanics behind emotional judgements, and not just counting likes and dislikes, concepts can be refined and reconfigured in ways that act more precisely to create meaning.
In Practice
SDRT consists of 3 rounds of interviews where the stimulus is refined and reiterated between each round of testing to create the best possible expression. The stimulus could be communications concepts, adcepts, innovation ideas, prototypes, or come from previous HD interviews.
The testing usually happens online, in 1-2-1 sessions that last about 90 minutes. We use a ‘sourdough’ approach, keeping some respondents throughout the journey while inserting new ones at each stage for fresh perspectives. The total number of interviews across three rounds can range from 32-68, with the average project being 44.
Results and Outputs
While the research protocol and techniques are unique to our method, the outcomes are in a familiar format
Hierarchy of the top, most effective, concepts or messages.
Detailed guidance on what works and does not work in each concept, and why - the Meaning Blueprint.
Guidelines on how to improve, change or refine the concepts for different context or situations.