The traditional way of conducting clinics is prohibitively expensive – what with the ballroom costs, venue decoration, vehicle rentals, security etc.Yet, assessing a new vehicle for consumer acceptance is important. From a lot of clients, we have heard that they would love to do a clinic, minus the costs!
As such, Tetrahedron has devised a new method of conducting clinics. When we are doing advertising concept pre-tests for a new vehicle through focus groups, we display the test vehicle at the venue, and consumers see the test vehicle and provide their detailed reactions – exterior, interior, specifications, branding – at the start of the groups, and which are recorded.
Subsequently, they are asked to rate the advertising concepts. All the concepts are pre-tested to ensure they are aligned along three dimensions – message communication, contribution to the vehicle & divisional brand, and ability to connect to the target audience through creativity and execution.
