Xpert: Effective advertising testing results

When you open the Xpert Report, the Objective and Methodology tabs will be collapsed. Click on each to expand the header and view the info, which will be included in any Powerpoint exports, so you can share the details of the ad test with your colleagues.

An attribute is considered “endorsed” when the percentage of respondents who selected the Top 2 Boxes exceeds a given threshold. By default, this threshold is set at 70%. The next two drop-downs indicate confidence level for the concept lab, and are automatically set at 95% confidence for statistical significance, and 90% confidence for marginal significance.

1. In the Methodology tab, click the Threshold drop-down, and select a percentage that meets your criteria for endorsement.
2. Click the respective drop-downs to adjust statistical significance and marginal significance to your alpha standards.

In Table 1: overall attitude score, the table lists each ad image or video, each attribute’s mean score on a scale of -50 to +50, the standard deviation, and, if applicable, which ads are statistically significantly different. If an advertisement is significantly different at the 95% confidence level, a capital letter indicating which other advertisement(s) it is different from will appear in the significance column. If they are only marginally different, at the 90% confidence level, a lower case letter will appear. If you have adjusted confidence levels to a different alpha standard, the table will automatically update.

Table 2 Endorsed Characteristics displays the percent of people who gave a Top 2 Box response to each attribute. When an ad exceeds the set threshold for a certain attribute, the cell will be highlighted , and considered “endorsed” for that attribute.

The next section, Overall Attitude at Top 2 box, shows a chart that reflects the percentage of respondents whose overall mean score for an ad was 25 or higher. Hover over the chart to see specific metrics, which are also displayed line-by-line below the chart.

The Concept Lab section allows you to compare the Top 2 Box Percent of each concept in a column view with all attribute scores, including your custom attributes.

1. Click the Analysis drop-down to view as Indexing or Pairwise SigTest.
2. Click the Show drop-down to display the Top 3 performers, the Top 25% of performers, All ads, or choose none to clear all, and add them manually using the + button.
3. Click the Rank by: drop-down and select an attribute, or click on the attribute in the lefthand column to sort performance left to right by any of the attributes . The ads rearrange places, left to right, and the ranking attribute appears in bold.

For each concept populated in the Concept Lab, drill-down details are displayed in the next tabs. Scroll down to get to those details, or hover over the thumbnail, and click Scroll to details. The chart shows a bar graph of the Top 2 box results for all included attributes of a concept. Hover over the bars to see statistical significance, and scroll down to see line-by-line results.

Below the included attributes bar graph is a Top 2 Box bar graph and line-by-line data for your custom attributes.

Below any custom attribute data are the answers to the two included open-ended questions; first, an overall summary of the most common words used, and a word cloud for the question “what is the overall message of the advertisement.” Then, side-by-side word clouds that show the answers to What did you like about the ad and What did you dislike about the ad, which are shown only to respondents who indicated preference one way or the other.

If you would like to see these drill down details for each concept, make sure that all concepts are added in the Concept Lab section above.

If you selected the user/non-user comparison option, those results are displayed in XQ8 and following. This gives a summary report, showing how many buyers and non-buyers responded. Keep in mind that significance testing can only be conducted if there are at least 30 in each group. However, even with fewer than 30, XQ8 will still show the overall attitude score and then number of respondents for each ad concept.

If there are not enough respondents in each group, XQ9 will warn that we cannot test for significant differences in overall attitude between buyers and non-buyers. Concept labs will appear for each group that has at least 30 respondents, so you can compare how ads performed within the respective group.

To further explore the results for Xpert Ad tests, go to the Original as fielded report, and utilize Virtual Questions and Correlation finders, or export raw data files.