Developing concepts that truly resonate with people is hard enough, let alone in the saturated UK mobile network market. In partnership with O2, we tore up the rule book on traditional concept testing, integrating emotional measures to find the hidden gems. An approach that would help O2 develop propositions that would attract new customers and drive growth.
First, qualitative co-creation focus groups deconstructed and then re-built 4 new propositions. Through collaboration with the client these were refined with our input – these final concepts were then tested with quantitative online Reaction Time testing (RT) to understand the strength of emotional connection beneath what people say.
On the face of it the concepts achieved similar explicit (declared) scores, but the implicit RT approach was able to demonstrate which concepts generated a greater strength of emotional engagement – something that is difficult when testing de-branded concepts – and thus provided clear direction on which to progress.
The client team have repeated the study with us across other areas and become strong advocates, promoting Walnut’s reaction time-based concept testing approach to the wider business.