iTest | Methodology Comparisons

The best way to appreciate the superiority of iTest is to compare it to competing methodologies. The following tables show how iTest compared on recent print and TV advertising tests for a major marketer of household furnishings:

iTest Versus Other Methodologies: Print Ad Testing

1	iTest^SM Assessments	Focus Group Testing	Mall Intercept Testing
Properties tested	Three print ads; four control ads	Same	Same
Sample frame	Females, US residents, 35 to 54, college graduate+, $100,000+ HHI	Same	Same
Sample size	650 target consumers	Two focus groups in each of three cities (six groups, 42 consumers)	650 target consumers
Reliable sample?	Yes	No	Yes
Geographically representative sample?	Yes	No; only three cities represented	No; only three cities represented
Can results be compared to prior or subsequent tests?	Yes	No; lacks standardized methodology	Possibly, but hindered by significant interviewer and location biases
Turnaround time	10 days	Eight weeks	Six weeks
Cost	About $14,000	$30,000	$40,000

iTest Versus Other Methodologies: Television Ad Testing

1	iTest^SM Assessments	Focus Group Testing	Mall Intercept Testing	Theater Testing
Properties tested	Three TV spots; four control spots	Same	Same	Same
Sample frame	Females, US residents, 35 to 54, college graduate+, $75,000+ HHI	Same	Same	Same
Sample size	650 target consumers	Two focus groups in each of three cities (six groups, 42 consumers)	650 target consumers	650 target consumers
Reliable sample?	Yes	No	Yes	Yes
Geographically representative sample?	Yes	No; only three cities represented	No; only three cities represented	No; only one city represented
Can results be compared to prior or subsequent tests?	Yes	No; lacks standardized methodology	Possibly, but hindered by significant interviewer and location biases	No; different surrounding ads and program content bias test results
Turnaround time	10 days	Eight weeks	Six weeks	Five weeks
Cost	About $17,000	$33,000	$43,000	$102,000