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Webinar: Innovations in Creative Testing
December 9, 2021 @ 2:00 pm - 3:00 pm EST
INNOVATIONS IN CREATIVE TESTING
SMARInsights has specialized in research for destinations for more than 30 years – not only measuring the effectiveness of campaigns, but also providing consumer insights that help develop and improve the effectiveness of tourism advertising. The bar has been raised as destination advertising continues to evolve and improve, making research an essential ingredient of truly excellent advertising.
Creative testing can be a valuable partner to the marketing team at any stage of production. We have tested music, storyboards, messages, rough cuts, finished creative and colors – applying the most appropriate methods to deliver timely and actionable results. In some cases, quantitative surveys offer the best approach because they provide projectable results and can compare audience segments. Qualitative approaches are better at illuminating attitudes and opinions and contributing emotional context.
Innovative new approaches connect quant and qual to combine the reliability of surveys and the personal engagement of qualitative research.
In this webinar, we will share a variety of creative testing tools, from Online Focus Groups to Moment-to-Moment Video Evaluation and our new On-Demand Video Interviews.
Speaker: Stephanie Pace Brown, Executive Vice President
Stephanie started her career in economic and marketing research with the Ohio Office of Tourism and Colonial Williamsburg. Data-driven decisions were the foundation of her work as Vice President of Public Affairs for Mount Vernon, and as the CEO of two destination organizations – Alexandria, Virginia, and Asheville, North Carolina.
Stephanie has gained a deep appreciation of the multi-faceted tourism industry and has served on the boards of the U.S. Travel Association, Destinations International and as Chair of the Destinations International Foundation. She has assumed state leadership roles on the North Carolina Travel and Tourism Board, the North Carolina Travel and Tourism Coalition and the North Carolina Travel Industry Association