The powerful tool to get audience opinions about your designs.
 
 

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Methodology

How does your wizard-like methodology work?

The Nod was created by Rare Consulting, based on their expertise in advertising design research. The Nod applies Rare’s tried and tested methodology to simpler projects, with the advantage of being entirely automated.

The Nod can automatically survey a nationally representative sample of the UK public for their opinion on any image, or range of images, you have designed. If you want to test with an audience that is more reflective of your target, then you can also chose the target audience you wish to sample with. The Nod will then visualise those opinions as easy-to-read charts and quotes, and help you understand and interpret them.

The process starts with you uploading your design to The Nod, providing a few key details about it and choosing the size of your sample group – from 100 to infinity… well not quite infinity but you get the idea.

The Nod uses the details you’ve provided to automatically populate a simple survey, which it will send to your sample group of people. As soon as you’ve reviewed your study and your payment clears, The Nod sets out across the internet to find them.

Any potential recipient The Nod finds is screened using their demographic data, such as their age, gender and location. If they’re deemed suitable, they’re immediately presented with your design and survey questions.

The questions are based around industry best-practice, focusing on whether recipients ‘love’ or ‘hate’ your design, whether they found it memorable, whether it matched your brand’s values, whether they would take positive action after seeing it, and how they feel about your design in their own words.

Whether your study involves testing one design or several, each recipient will only ever see one design so as not to skew their opinion.

As soon as the last recipient has completed their survey, The Nod will convert the data into visuals and make it immediately available to you to access. From start to finish this could take as little as two hours.

How fast the process will be / How long can I expect it will take?

The speed of each study depends on how niche you make your target audience and the number of completes you are looking to achieve.Typically a nationally representative audience group can take as little as 2 hours, and an audience of those aged 18-24 across the UK could take 5 hours. Don’t worry we provide an estimate of completion time when you set up a study and if you need to get the data back earlier then we provide you the option to speed up the delivery of results.

Where does the sample come from?

Traditionally, researchers will field their questions (or ‘studies’, as we call them) to a panel of people who have signed up to take surveys via their desktop computer. These people will often respond to lots of studies every day, which means they soon learn how to provide the least amount of input while still getting their reward. For this reason, results from these studies can be unreliable.

Our methodology is based on recruiting regular, everyday people through a combination of publishers, mobile apps, and gaming networks. Instead of taking up people’s whole day, our studies take seconds, at a moment when they are most inclined to provide good answers. That is, during their mobile app or game experience when they need credits.

If they complete our study well, they will be instantly rewarded with the credits they need. If they consistently provide poor answers, the option to earn credits in this way will be taken away from them.

This ensures more reliable and often even faster results than the traditional research panel method.

What countries do you cover?

The Nod currently finds respondents in the UK, but we hope to expand to more countries soon. In the meantime, if you would like to field a study to respondents in another, or several other, countries please contact us and we can arrange a bespoke study.

What sample profile do you collect

Whatever the sample size, The Nod makes sure the overall profile is representative of the UK national population with regards to age, gender and location. We base this on the 2017 data from the Office of National Statistics, shown below.

ADULTS 18+ (ONS 2017)

GENDER

  1. Male 49%
  2. Female 51%

AGE

  • 18-24 11%
  • 25-34 17%
  • 35-44 16%
  • 45-54 18%
  • 55+ 38%

LOCATION

  • East 9%
  • East Midlands 7%
  • London 13%
  • North East 4%
  • North West 11%
  • South East 14%
  • South West 9%
  • West Midlands 9%
  • Yorkshire and The Humber 8%
  • Northern Ireland 3%
  • Scotland 8%
  • Wales 5%

Why do you collect nationally representative data?

In a word: consistency. The Nod provides a nationally representative sample so that you can reliably compare your studies with one another.

If you’d like a more specific sample, maybe based on certain behaviours, attitudes or opinions, our team can put a bespoke study together for you. Just drop us a line.

How do you ensure quality?

To make sure we get as many good responses as possible, all respondents are profiled before they’re able to take the survey. As part of our quality assurance (QA) process, our analysts also manually check study results for evidence of bad respondents. We hope to add further QA checks in the future, but early trials have shown our data quality is already better than the traditional panel route.

What questions do you ask people?

We’ve distilled our years of creative design research into five questions every brand or agency should ask about their creative design.

  • Q1. Memorability

We ask people whether they would remember the design was for your brand, any other brand in your industry, or whether they would not be able to remember it was for a brand in your industry.

  • Q2. Love/Hate

We ask people the extent to which they love or hate your design.

  • Q3. Brand Identity

We are people to choose the words that best describes your design, from a set of adjectives, 3 are supplied by you and the rest come from our set of adjectives, chosen at random.

  • Q4. Verbatim

We ask people to explain why they chose the word they selected to describe your design, so you get some deeper understanding of its perception.

  • Q5. CTA

We ask people whether the design encourages them to take some form of action towards your brand, as a result of seeing your creative, (i.e., buy, comment, share, research etc)

Can I ask different questions?

Absolutely. The Nod’s questions are based on our experience of industry best practice, but this doesn’t mean you have to use this approach. If you’d like to create your own bespoke study just get in touch and our team will help you out.

Unfortunately, you cannot. European GDPR law, the Market Research Society's Code of Conduct and our own conscience force us to ask for the respondent's informed consent.

Why do you split the ages by generation?

We could have grouped ages in decades, as many others do, it is the norm. However, we preferred to split ages by a meaningful and social-oriented approach. You can see one bar per generation, so you can use our findings directly into the real world.

Hey Nod, tell me more about creating a customer audience to test with.

  • What’s the right sample size for my study?

The sample sizes we offer are based on feasibility and speed. Statistically speaking, you need a minimum sample size in order to be confident with your results. The minimum of 100 people allows you to compare the total audience at a top level, but doesn’t allow you to split any further. You need some more people in your sample if you want to see the results by age and gender.

  • How can I create a custom sample?

In the Nod we offer you the ability to create target audiences that we offer you the ability to customise your audience in terms of age, gender, location employment status and household income, currently we offer targeting for the UK only, but other countries will be added soon.

 

Metrics

What does memorable mean?

On The Nod platform, memorable refers to the proportion of people that claim they would remember the design was for your brand after they saw it. We present the results so that you can understand whether your design is effective for your brand or others within your industry.

The memorability is low, should I be concerned?

Concerned maybe a little bit strong, but you should be wary of low results. One of the risks of having an advert that is not very memorable is that it might create a halo effect, and drive brand recall for your competitors. In our methodology, we measure the proportion of people that would remember that the design was for your brand but also the proportion of people that claim they would remember that the design was for another brand in your industry, so that you can measure this halo effect.

As example, an advert for Peugeot cars is likely to make the audience think of cars in general. The important thing for Peugeot is that after seeing the advert, people remember that the advert was for Peugeot.

People hate my design, is this bad?

Not necessarily. The last thing that you want with any type of advertising is that it doesn't create interest. One of the benefits of having an advertising campaign that people love or hate, is that it gets people talking, and it is memorable. That said, you do need to be aware of your reputation if you continue to release adverts that people hate over a long period of time.

What is On-Brand?

On-Brand refers to the proportion of people who associated one of your own brand terms with the design. This is a really important metric, in fact it is probably the most important metric that is captured on The Nod because it ensures that the design you have created is as closely aligned to your brand values as possible.

Is there a difference between On Brand and Brand association?

On-brand refers to the proportion of people who identify one of your brand terms with a design, and brand Association refers to the scores for all the adjectives that we show respondents in this question.

On the dashboard we show you two different measures that are closely linked, on-brand and brand association. Both of these metrics come from the same question, where we asked respondents to select the word that best describes the design we show them. Three out of ten of the words that we show them are words that you have provided to us, the rest are all adjectives that we provide from a pre-chosen list.

How do I know which design performed better?

This really comes down to your objectives. Best practice in design and advertising effectiveness research comes down to more than a couple of metrics. In order for you to find out, we have produced a mini guide below, to help you work it out:

  • If you wanted to create brand awareness

If your objective is to increase brand awareness, head to the Memorability tab to see how likely people are to remember your creative. According to our global benchmarks (around 70 studies), roughly 50% of people claim they would remember the average ad. How does your creative compare?

It’s also a good idea to check out the Love/Hate tab as this will give you an understanding of how emotionally engaged people are with your creative. Remember, hating it isn’t necessarily a bad thing.

Finally, the Actions results are a good way to understand if people are likely to share or talk about the creative with others – increasing awareness in your market.

  • If you wanted to create interest

If your objective is to create interest, head to the Adjectives tab. This will will give you a good sense of whether your creative is communicating your brand values clearly enough, or eliciting the right emotional response from people. If only a small number of people were able to to correctly identify your adjectives from the list, your creative needs to work harder at communicating those values.

Also check out the Actions tab to see whether people are likely to seek out more information after seeing your creative. Research is an important part of the customer journey in most market categories, so if people are claiming they would want to find out more about your brand, there’s a good chance purchases will follow.

  • If you wanted to create sales

If your objective is to drive purchases, the single best place to look is the Actions tab. Here you’ll see the exact percentage of people who felt, after seeing your creative, they would want to make a purchase. The size of the sample group tested means this is a reliable proxy for real world behaviour.

If the figure falls below your expectations, one quick fix is to review your calls to action so they’re clear enough for people to understand.

  • If you wanted to change people's perception

If your objective is to change people’s perception, the Adjectives tab should be your first stop. Do people choose your adjectives over our dummy ones? Look at the percentage scores to see if some words clearly outperform others.

If your adjectives came out on top it means your creative is likely to help bring about a perception change. Give yourself a biscuit. However, if your adjectives appear lower in the list, or there’s an even spread across them all, it’s likely your creative needs to work harder if it’s going to change hearts and minds.

What needs to change? Check out the Verbatims tab to see exactly how people felt about your creative. This should give you clues as to how you can better speak to their needs and concerns.

 

HEY NOD, GIVE ME A JARGON BUSTER, I WANT TO KNOW WHAT ALL THESE TERMS MEAN.

Memorable

Does your brand come across well in the design, would people remember it was for you, or is it too vague?

Love/Hate

Do people love or hate your design? They love it? Great! They hate it? Well might not be a bad thing, after all at least they might remember it.

Loved it

You can be sure that these respondents are in tune with your design. Actually they loved it!

On Brand

On brand is a measurement of how many people chose one of your words to describe the design, from the list of adjectives we share with them (three of which are provided by you and seven are ones we provide at random).

Brand association

Brand association shows you the number of people who chose each adjective to describe your design.

Quotes

We ask people to tell us why they chose a particular adjective to describe your design, and this is what they told us!

Actionable

Once the respondents see your design, what they would do next? If your design is actionable, it means that it motivates people to do something about it. If many respondents would do nothing, then maybe your design needs a rethink.

Likely actions

Likely actions are a more granular way to get closer to the action performance. What they would do next? Do they feel motivated to purchase immediately, research it, maybe share with a friend? Have a deeper look into what your design is motivating the people to do.

 
 

Any other questions? Please, Ask!

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