Cognitive analysis
Pre-testing with no consumer interviews, designed to reveal the best of what your brand has to say.
Concept
Leverage our deep knowledge of cognitive science to determine the potential impact of your advertising campaign or creative draft and make it more effective.
Impact Mémoire has devised a Cognitive Analysis Grid — a hierarchical list of all the cognitive processes and mechanisms that contribute to the construction of a memory trace. For each process and mechanism, a corresponding set of criteria is applied to assess the form and content of your advertising campaign or creative draft. Using this grid, we calculate the potential impact of your advertisement or draft and its strengths and weaknesses, without the need for consumer interviews, focus groups or field measurements.
Cognitive Analysis is performed by assessors specially trained to use our proprietary Analysis Grid.
When and how
Without bias linked to the type of material tested, Impact Mémoire can intervene earlier in the development process - as early as first intentions and until finalized material. Ideal in screening and optimization phases, the cognitive analysis can also be used for a diagnosis or rework on finalized material.
Insight
1- Qual
When insight needs to be validated
Creative development
2- Impact Memoire’s Cognitive Analysis
In screening phase and for optimization all along the creative process!
Optimization and Editing on finished material
Diagnosis and optimization in view of rework (new airing, shorter formats …)
Finished Material
3. Quant
When a last validation via consumer is needed
Benefits
At Impact Mémoire, we’re here to support your brand, drawing on the unique cognitive expertise and the drive and energy of our team. Our exclusive approach, with no consumer interviews, offers a host of benefits to help you maximize the effectiveness of your advertisements.
Actionable recommendations
We give you relevant, realistic and immediately actionable recommendations that are directly applicable to the material under test. Cognitive Analysis is a powerful decision tool for advertisers and agencies.
Optimal budget and timeframe
Studies can be set up quickly, with no consumer questionnaires or field tests. Our proprietary Cognitive Analysis process keeps budgets and timeframes competitive, with the highest levels of accuracy and reliability (2 weekdays for digital analysis, 10 to 12 days for TV, Print and OOH analysis).
International expertise
The human brain works according to universal principles, which can however be activated by different cultural specificities. At Impact Mémoire, we work with an international network of correspondents in more than 65 countries to provide local cultural insight.
Beyond consumer statements
Consumers can’t say everything, or do everything they say. Our Cognitive Analysis method explores conscious and non-conscious processes, eliminating consumer bias.
No format-related bias
Because consumers can’t judge the real power of an advertisement while it’s still unfinished, our method provides input at an early stage in the creative process.
And of course, proven accuracy and relevance
There’s a proven correlation between our predictive indices and campaign performance, both in terms of marketing impact and effect on sales. We’ve completed over 5,000 cognitive analyses since 2000.
