Sponsorship Copy Market Research Specs

Transcription

1 Sponsorship Copy Market Research Specs Overview NPM offers audio and copy consulting services with user-tested feedback. User testing can inform a sponsor s creative before launch, or allow sponsors to adjust their creative mid-campaign based on real-time analytics. Following the test(s), sponsors will have access to an interactive reporting dashboard to run custom reports on their target audience. Methodology NPM s audio testing is completed in partnership with Veritonic, an objective, third-party market research company and with over a dozen US-based panel firms. The desired panel of over 300 podcast or public radio listeners is pulled programmatically and is representative of the general US population, according to the most recent Census data available. 1

2 Process And Timeline* *production schedule will be modified based on scheduling and sponsor turnaround times 2 weeks from report delivery 1 week from report delivery Kick-off call to review testing procedure Sponsorship Copy Market Research Order Form sent by NPM Determine if sponsor requires copywriting or question creation assistance Sponsor delivers completed Order Form and finalized copy Audio is recorded by NPM Test is set up to run in Veritonic report delivery date Review call is scheduled to walk through the test results Test Objectives What is the message that the client wants to test? What are the client goals for the test? Ex: Determine if listeners are more interested in purchasing your product after hearing the message Ex: Determine what type of characteristics listeners use to describe your company after hearing the message Ex: Determine which piece of audio resonates the most with your radio or podcast audience 2

3 Test Format Sponsor will receive one (1) test of up to: Three (3) pieces of :30 podcast audio copy OR Four (4) pieces of :15 podcast audio copy OR Four (4) pieces of :15 radio copy Sponsor can choose up to four (4) competitors for a pre-exposure intent question, setting up a baseline comparison Sponsor may choose up to three (3) post-exposure custom questions Ex: After hearing this message, on a scale of 1-5, are you less likely or more likely to use this brand? Ex: On a scale of 1-5, how relevant to you was this message? Each piece of copy will be user tested and rated against: A selection of up to eight (8) emotional and perceived brand attributes (see full list below) The intent to purchase before listening to the message(s) The intent to purchase after listening to the message(s) 3

4 Emotional Responses And Perceived Brand Attributes Sponsors may select up to 2 from the list of 6 below. are panelists immediate, feelings-based responses to the message content. Note: If selected, metrics on any Negative will be available only in the report slideshow, not in the raw data, due to the points-based nature of the data parsing. Metrics on any selected Positive will be available in both the report slideshow and in the raw data. Positive Excited Negative Nervous Happy Relaxed Sad Bored Perceived Brand Attributes Sponsors may select up to 6 Perceived Brand Attributes from the list below. Perceived Brand Attributes are panelists beliefs about the character of the company, based on the message content. Note: Standard Attributes have the most benchmark data. Extended Attributes are newer in the system and may have less benchmark data available. Standard Adventurous Authentic Energetic Familiar Inspiring Modern Optimistic Playful Serious Sincere Spontaneous Trustworthy Unique Extended Ambitious Celebratory Charming Confident Discouraging Innovative Likable Sophisticated Timid Upscale Vibrant Welcoming Makes Me Feel Bad Makes Me Feel Good 4

5 Assets NPM Will Provide Sponsorship Copy Market Research Order Form Creative consultation and copywriting assistance, upon request Assistance with crafting test questions and format Test results report outlining key takeaways and conclusions Access to reporting dashboard Assets Required From Sponsor Copy for audio test(s) to be recorded. Up to: Three (3) pieces of :30 podcast audio copy OR Four (4) pieces of :15 podcast audio copy OR Four (4) pieces of :15 radio copy Completed order form Report Data When the panel test is completed, the data will be available. Raw data can be filtered through multiple demographic levels. NPM will provide a comprehensive presentation of the user testing results to the client/agency with key takeaways from the results and recommendations for which copy should be selected. 5