Binary message testing begets exponentially better results
Countless times we find ourselves watching television, browsing the internet or listening to the radio and are abruptly off-put by an advertisement we disagree with. Ads that make individuals uncomfortable correspondingly cause them to become disinterested in the product being advertised. G2 Analytics, an adaptable collaboration analytics platform, solves such common issues rooted in traditional advertising through binary testing.
G2 Analytics is particularly innovative in the world of message testing, as they go against the market norm of traditional dial testing. The difference between these two methods is reflected simply in the name, wherein dial testing allows respondents to give a range of answers about their feelings regarding a particular advertisement or message. Conversely, the unique method of binary testing allows respondents to only agree, disagree or remain neutral on a given topic. Such simplifications result in superior analysis, as the answers are more consistent and remove individual bias. By this, an individual who takes a dial test and reports that they “strongly agree” with a feeling about an advertisement could be experiencing the same emotions as another individual who reports that they simply “agree” with the same message. G2 brings simplification in this way.
To better understand the G2 binary test platform, it is helpful to examine one of their case studies. After Donald Trump’s election, G2 tested a montage of remarks from his first address to Congress to identify which messages resonated with American voters. To do this, G2 created a 6-minute video montage including various policy statements around immigration, tax reform, infrastructure and healthcare.
During the survey, a group of 300 respondents answered pre- and post-video questions. Additionally, they were asked to score the video based on whether or not they liked or agreed with, or similarly disliked or disagreed with, the President’s remarks to Congress. The results from this survey were crucial in better understanding the ever-changing political climate following the election.
From their website, “G2 Analytics identified a significant gender gap between Republican and Democrat women. Republican women were the most supportive Trump’s remarks and policy proposals while Democrat women were the least supportive. An overwhelming 94% of Republican women approved of Trump’s job performance compared to 78% of Democrat women who disapproved of his job performance.”’
G2 collects, categorizes and delivers such responses to their respective clients organized by both specific demographic and political attributes. Clients include candidates, causes, corporations, and interest groups of all varieties. Knowing how individuals will react to a given topic is crucial in better understanding and targeting them to either earn more votes or make more sales.
In addition to their innovative binary testing, G2 also offers a Focus Group in the Cloud™, which basically hosts virtual events — conference calls, webinars, live streams, town hall meetings — to measure live audience reactions to the message and content delivered. Such audience insight is again beneficial to clients looking to shape communications strategies.
