With a qualitative approach we will explore lines of communication that the brand wants to better respond to their growth and profitability needs.

Communication must reach buyers/consumers:

• It must be memorable
• Generate pleasure and involvement
• Be strongly associated with the brand

Communication/message arguments have the ultimate purpose of:

• Generate persuasion
• Lead to purchase
• Increase the amount you spend on the brand or increase the frequency you buy

It allows to measure the effectiveness of communication and response on the ability to be memorable, through the Impact Score and responding on the ability to motivate to buy /consume, through the Persuasion indicator.

We have a benchmark of more than 750 ads tested in Portugal in the last 4 years, in different categories, which allows us to assess what potential of the ad generate sales in the short term.

It identifies the emotional reaction, at every moment, regardless of the declarative responses and the objective metrics, not verbal but intuitive and accessible about emotional and cognitive responses.

The results are integrated with the quantitative questionnaire for detailed analysis of the information

The objective is to deepen the impact of communication and collect perceptions related to appeal, decoded messages, perceived target, among other aspects.

This methodology allows:

• Accurately assess which visual elements generate the most impact
• Identify possible communication hooks
• Collect information about what was seen, what pattern of viewing and the time/attention spent on each element.

The conduct of personal interviews with a retrospective of the registered behavior will allow us to deepen and understand the impact of the various elements of communication and will give optimization clues.