# F E E D B A C K 2 . 0

T r e v o r W o l f e C o - f o u n d e r a n d C E O o f d e l v v. i o @ Tr e v o r W o l f e @ d e l v v. i o

FeedbackTesting vs.

Delvv.io is a online platform that allows brands and agencies to get feedback on their ads, marketing strategies and campaign concepts from over 100k creative professionals around the world.

W h o I s D E L V V . I O ?

art director

UX specialist

graphic designer

copywriter

creative director

brand specialist

FeedbackTesting

Client Perspective: “To predict in-market success” Agency Perspective: “To Cover Their…”

Why Do Clients Test?

W h y B r a n d s Te s t …

To g e t c o n s u m e r f e e d b a c k … “ w i l l t h e y l i k e i t , b u y i t , s h a r e i t , r e c o m m e n d i t , r e m e m b e r i t , u n d e r s t a n d i t , e n g a g e w i t h i t ? ”

To g e t f e e d b a c k o n c r e a t i v e q u a l i t y … “ i s i t o r i g i n a l , a u t h e n t i c , o n b r i e f , o n b r a n d , t a c t i c a l l y t h e b e s t i t c a n b e a n d s t r a t e g i c a l l y s o l i d ? ”

To g e t r e g i o n a l a n d d e m o g r a p h i c f e e d b a c k … “ i s t h e c o n c e p t r e l e v a n t t o t h a t m a r k e t , i s a n y t h i n g i n t h e a d c u l t u r a l l y i n s e n s i t i v e ? ”

To g e t f e e d b a c k f r o m p r o f e s s i o n a l s t h a t k n o w t h a t c a t e g o r y o r m e d i a c h a n n e l “ W i l l t h i s c o n c e p t w o r k f o r f i n a n c i a l s e r v i c e s b r a n d , w i l l t h i s t r a n s l a t e t o m o b i l e a d s , h a v e t h e c o m p e t i t o r s d o n e t h i s ? ”

D o w e n e e d c o n s u m e r t e s t i n g f o r t h e s e ?

To g e t c o n s u m e r f e e d b a c k … “ w i l l t h e y l i k e i t , b u y i t , s h a r e i t , r e c o m m e n d i t , r e m e m b e r i t , u n d e r s t a n d i t , e n g a g e w i t h i t ? ”

To g e t f e e d b a c k o n c r e a t i v e q u a l i t y … “ i s i t o r i g i n a l , a u t h e n t i c , o n b r i e f , o n b r a n d , t a c t i c a l l y t h e b e s t i t c a n b e a n d s t r a t e g i c a l l y s o l i d ? ”

To g e t r e g i o n a l a n d d e m o g r a p h i c f e e d b a c k … “ i s t h e c o n c e p t r e l e v a n t t o t h a t m a r k e t , i s a n y t h i n g i n t h e a d c u l t u r a l l y i n s e n s i t i v e ? ”

To g e t f e e d b a c k f r o m p r o f e s s i o n a l s t h a t k n o w t h a t c a t e g o r y o r m e d i a c h a n n e l “ W i l l t h i s c o n c e p t w o r k f o r f i n a n c i a l s e r v i c e s b r a n d , w i l l t h i s t r a n s l a t e t o m o b i l e a d s , h a v e t h e c o m p e t i t o r s d o n e t h i s ? ”

D o w e n e e d c o n s u m e r t e s t i n g f o r t h e s e ?

N O T R E A L LY

B R I N G I N T H E P R O S

B u t …

Organizational Feedback Is Not as Easy as You’d Think

1) No One Is Trained On How To Give Or Receive

2) No Research Rigor

3) Organization Structures And Relationship Dynamics Trump

W h e r e F e e d b a c k H a p p e n s ( a n d B r e a k s D o w n )

“Feedback is more than just an approval process”

R e s e a r c h v s . F e e d b a c k

Documented Undocumented

Moderated

Analyzed Fleeting

Hierarchical

Benchmarked Once off

Participation Controlled Whoever is Available

O p p o r t u n i t y A w a i t s B r a n d s , A g e n c i e s a n d Ve n d o r s

V A L U E O F A C R E A T I V E P R O F E S S I O N A L P A N E L

Get the how, why and what now of research

A panel of the most relevant creative professionals on each project providing unmatched depth of feedback

External, unbiased feedback, confidentially

Actionable advice localised to target country, region or demographic

Get straight to solving the research problem

H o w d e l v v . i o d o e s i t …

# 01-

Client submits asset (campaign concept, TVC, app, website link or marketing

objective)

# 02-

Technology finds appropriate creative professionals and begins survey process

# 03-

Strengths, weaknesses and recommendations

are delivered

0201

0306

05 04

Relevancy Relevancy of casting, visuals, voiceovers,

audio, messaging, etc..

Strengths & Weaknesses Looking at what is working and not working, from a creative perspective

Brand Experience What experience is my brand creating? What

feelings are we evoking?

Messaging What is the perceived messaging and what can be done to help strengthen the intended message? Which elements are assisting with our message delivery?

Strategy Is the asset achieving its marketing and business objects? Are we reaching our intended target market?

Creative Technicalities How strong is the art direction, visuals, audio, acting,

VO, the set, tone, copy, navigation, the big idea, etc.

W H A T ’ S C O V E R E D I N O U R R E S E A R C H

Q U E S T I O N N A I R E D E S I G N

Part A. Unaided

First impressions, identifying strengths and weaknesses, unpacking messaging and perceived target market.

Part B. Aided

Giving creatives information on what we are trying to achieve, to get a sense how successful we are in achieving these.

Part C. Client Specific

Any client specific questions that are needed. Any advice for the brand?

Pre-media Test creative concepts, storyboards and photomatics

TVC Copy test a finished TVC

Digital Get feedback on your app, website or any other digital asset

In-store Physically send professionals to do a creative audit in-store

Dashboard Get quantitative (n=30) results on standardized measures

S E N S E C H E C K

The Creative Professionals:

We use the term “creative professional” very broadly. In essence, these are individuals that you would find in any large creative agency (such as Ogilvy & JWT, niche studios, brand themselves or freelancers in the marketing and advertising industry.

Job titles include, but not limited to:

Creative Group Head; Creative Director; Art Director; Strategist; Copywriter; Consultant; Brand Manager; MD; Film; Video Editor; Graphic Designer; UX/UI specialist Photographer; Blogger; Media Strategist

We try to get as much information on our professionals as possible:

Age, gender, country, city, current job title, work status, employer type, experience, top 3 skills, expert in media type, brands worked on, category experience, psychographics, LSM’s, other country experience, awards won, trendsetter/ trendspotter,

Image: http://www.thesartorialist.com/photos/on-the-street-the-smarties-johannesburg-sa/

W H O A R E T H E S E P R O F E S S I O N A L S ?

•There is a difference between testing and feedback in the creative process

•While the industry focuses on testing, both determine outcome and output for brands

• Feedback needs transformation, and most organizations already have the tools… professionals

•Organizations that perfect feedback will unlock collaboration, innovation and more predictably

bring big ideas to effective execution

O p p o r t u n i t y A w a i t s B r a n d s , A g e n c i e s a n d Ve n d o r s

T H A N K Y O U !

T r e v o r W o l f e C o - f o u n d e r a n d C E O o f d e l v v. i o @ Tr e v o r W o l f e T r e v o r @ d e l v v. i o