Comms Testing Nightmares

When your gut says the creative won’t work

In this episode, we discuss the intersection of intuition and AI in evaluating creative concepts. We explore the utility of AI-powered predictive visual analytics in providing data-backed insights, helping to refine concepts by identifying potential execution flaws. We touch upon the importance of collaboration between researchers and creative agencies, empowering the latter with tools to optimise their work. Ultimately, the discussion culminates in a recommendation to marry gut instincts with precise, data-driven approaches to enhance creative effectiveness.

When localisation hasn’t been factored in

In this episode, we discuss the importance of cultural sensitivity in global pharmaceutical research, including pitfalls like US biases and overlooked cultural nuances and symbolism that can lead to marketing blunders. By engaging local affiliates early and utilising semiotics research, we emphasise the need for diverse representation to prevent cultural misalignments. These insights highlight effective strategies to ensure campaigns resonate across various cultural contexts, aligning with market needs and ethical considerations.

When the concept execution is misaligned with the insight

In this episode, we explore the pitfalls of misaligned concepts through the lens of two struggling creative executions: a disconnected "Superman" imagery and a culturally inappropriate portrayal of surgical efficiency. They underline the vital role of aligning creative briefs with persona insights, emphasizing collaboration with creative agencies, and asking insightful questions to ensure creative concepts are in the best position to communicate the intended message effectively.

When aligning on a single behaviour change isn't as easy as it looks

In this episode, Jenny, Phil and Sam from Beyond Blue discuss the intricacies of managing behaviour change within comms testing, and crucially, how our pharma clients can effectively navigate these challenges by embracing an iterative mindset and fostering closer collaboration between the brand, creative and insight teams. Beyond Blue's open and inclusive discussion seeks to share the ups and downs in comms development and will explore how our clients can empower creative agencies to achieve meaningful behaviour change through well-strategised communication efforts.