ViewTrac Dials

Attitude and usage
Children's research
Customer satisfaction
Infomercial research
Program testing
Series maintenance
Talent testing
Web-site testing

Advertising research Brand equity Concept research Industry studies International research Pricing studies Segmentation studies Tracking studies Title testing

ASIe's extensive leadership in content based marketing research for the Television and Media industries provides extensive advantages in evaluating the impact of each creative component of an ad in persuading or distracting the viewer/consumer.

ASIe provides the unique advantage of having 40 years of entertainment content market research insights to help you find the interplay between specific programming content and specific ad content. This could help you performance tune ads to optimize media placement strategies. As media evolves, ASI is ready to help you optimize the integration between entertainment and advertising content.

ASIe conducts a wide variety of research projects testing advertising and promotional content for some of the nation's top advertisers including television networks and studios. We focus on persuasion and communication as well as the ability of the advertisement to deliver the intended message and the recollection of the message and the association with brand. In addition to televised commercials and promotions, we peform research for print ads, radio spots, internet banner ads and for all other media.

ASIe's intensive role as the leader in infomercial market research provides unique insights into the potential of an ad to directly impact sales. Contrary to popular paradigms, the lessons learned in direct marketing have strong analogs in traditional advertising and the leading market research analysts are starting to leverage this knowledge with ASIe.

While the measure of ROI in advertising is the Holy Grail in advertising research, most of the traditional approaches fail to provide compelling data. ASIe pioneered some of the most effective ad-hoc methodologies to measure the direct correlation between specific ads and sales and ASIe continues to pioneer new approaches to these measures. ASI Entertainment's extensive leadership in content based marketing research for the Television and Media industries delivers competitive advantages you can not get from traditional market research metrics.

This type of study can be applied to any industry to determine what your audience wants, what they think about you and how they use your products or services. Within the television industry, "A and U" studies are used by networks to ascertain the usage of their shows and their perceived image overall. Other industries conducting this type of research include gaming resorts, hotels, sporting or theatrical venues and Internet companies.

When you want to know more about your brand equity than you can get from basic attitudinal measures and norms…, when you really want to understand how the content of your Brand marketing and development strategies are perceived and what the catalyst for attitude formations are…, when you need to know how to optimize your brand marketing content to get the results your require…, call ASIe, the leaders in content-marketing research.

Brand equity and brand interplay are among the most important areas of research ASIe works on. Brand equity studies are used to better understand perceptions of the images, emotions and behaviors associated with the brand, what interactions are moving the brand forward and how the brand stacks up against the competition. In addition, brand equity studies can help identify new branding opportunities for product launches or products that require repositioning in the marketplace.

More and more companies are concerned with the interplay within brand hierarchies and classes and perceptions across media and geographic boundaries and how to optimize their brand strategies to make certain all brands are as supportive as possible to their, sister, sibling and parent brands in all regions and across all media.

ASI can help you understand your market positioning and the various elements of brand equity. ASI is able to evaluate more than just attitudinal information in regard to your brand but also real time and sub-conscious and qualitative responses to specific brand images and brand marketing content. Using ViewTracä real time response and sub-conscious measurement technologies coupled with standard attitudinal phone studies and cable studies, ASI is able to provide the detailed, content specific research that enables your brand strategists to make informed choices on ad content, media positioning, and media placement decisions.

Just Some of the Areas We can help With in Brand Equity:

Brand Recall
Brand Perceptions
Brand Attitudes
Brand Involvement
Brand Tracking:
Brand Relevance (Is your target market still concerned with the message of your brand?)

Strength, Weakness, Opportunity and Threat Analysis in the Competitive Brand Market Place.

Substitutability Analysis

Pricing Analysis (Is your price to low, undermining your credibility, or do you need drop pricing to compete with strong substitute brands):

Integration of Secondary Market Data (Develop Strong correlation to in-market performance: market share, share trends, and profit trends.)

ASI is able to apply its deep experience in measuring perception, attitude formation and behavior of content to analyzing how brand messages (conscious and sub-conscious) are received and perceived and how Brand marketing can be created to optimize the delivery of the intended messages, perceptions, attitudes and behaviors you seek achieve in your target markets.

While branding has traditionally been the pursuit of packaged goods brand marketers, media companies have recently jumped aboard the "brand wagon" with mixed results. ASI understands media brands and how to measure their equity. We have conducted brand research for such media names as Time Warner, Paramount, MTV Networks, CBS and Discovery Communications.

As the largest supplier of children's media research, ASI understands the important differences between kids and adults--how they process information, their attitudes, motivations and behaviors. Whether administering a questionnaire, conducting children's audience groups or developing children's panels, we have developed proven techniques for collecting and interpreting valuable data from this important market segment.

ASI's clients include the biggest names in children's entertainment including Disney, Cartoon Network, Nickelodeon and the WB Network.

ASI has long been an advocate of concept testing both in developing consumer products as well as television programming. Rather than wasting valuable time and money on flawed concepts, ASI clients have used concept research to assess projects in their early stages of development. ASI is capable of working on every stage of concept research from creating concept paragraphs to comprehensive analysis of key findings.

Monitoring satisfaction is the most effective means of making sure you are continually delivering value to customers. However, just because they are satisfied doesn't mean they will return to you in the future. Maintaining an existing customer is always less expensive than attracting new ones. ASI's approach to customer satisfaction is to identify the aspects of the customer experience that are drivers of retention, not just satisfaction.

ASI has extensive experience in a variety of media and entertainment industries. Key areas of expertise include broadcast and cable television, satellite television, travel and tourism, entertainment venues and facilities, the Internet, computer software and hardware, wireless communications and emerging media.

ASI is the leader in infomercial research. Whether testing a product concept or assessing a finished show already on the air, our techniques are widely considered the most comprehensive in the business. ASI has the expertise to identify consumers' "hot-buttons" as well as the red flags that turn consumers off to the product, the program or both. ASI pioneered infomercial testing in the industry's earliest days and have been an integral part of some of its biggest success stories such as Carleton Sheets, Adams Ties Lies, Select Comfort, Apple Computer and Taylor Made Golf.

ASI has extensive experience with some of the biggest international media companies. Whether testing foreign language programming in the US or conducting research abroad, ASI maintains the highest level of research quality ensuring your information gathering needs are communicated regardless of the language. With our sister companies, Broadcast Strategies and TV Strategy Group, we offer specific plans to help guide your global expansion. International clients include the BBC, Channel 4, MTV, Pearson Television, Discovery Communications and RTL.

A key component of the marketing mix, the appropriate price ensures the optimal performance in the marketplace. In today's competitive information intensive environment, pricing your product or service too low can be as bad as pricing it too high. ASI pricing studies identify the ideal price points among consumers. Through conjoint analysis and a variety of other statistical techniques, we can identify a threshold that is low enough not to price your target customers out of the market, but high enough to be consistent with a quality image. We have conducted pricing research for consumer goods as well as cable and satellite providers.

In many cases, it is not the how, but the what, that's being delivered. Content is still king! The audience may sample, but how quickly will they turn away? What will bring them back time and again? What are their needs? What will satisfy them? Today's audience has many options and little tolerance, so it's essential the content be right from the start.

The recognized leader in program research, ASI pioneered and continues to develop cutting edge techniques for evaluating content. ASI has conducted program research for every broadcast television network and the biggest studios in Hollywood. We have conducted program tests for sitcoms, drama, documentaries, newscasts, reality- based programs, movies and just about every other programming genre developed for television. Whether we use Real Time Response (RTR) dials in our theaters or utilize our in-home methodologies, an ASI program test provides a clear diagnosis for your program. What do viewers think about the program conceptually? How likely are they to tune in to future episodes and what specifically will bring them back? What aspects require the greatest improvement?

In today's ultra-competitive marketplace, it is critical to clearly define your target audience. Savvy brand marketers realize that traditional demographic measures are no longer sufficient criteria to define their consumers. ASI's segmentation techniques incorporate lifestyle attributes, product usage habits and personal mindsets and tendencies to develop viable clusters of consumers that will resonate to the brands that focus their marketing efforts. By providing a clear profile of the various market segments, ASI helps its clients better understand their target audience: what is important to them, how they differentiate competitive products and what will bring them back to one brand over another.

Typically a service reserved for ASI's television studio clients, series maintenance research is ideal for a program experiencing a decline in audience or a category leader looking to stay one step ahead of competitors looking to overtake number one. Series maintenance research identifies problem areas of a program as well as areas of strength where new opportunities can be leveraged. By talking to viewers at every level of involvement with the program, ASI exclusive technique provides a complete picture of the program's evolution; to what degree is wear out an issue; are audiences giving upon a program or just watching less frequently and why; is the program not being effectively promoted? These answers and many others are addressed within a series maintenance study. ASI has recently conducted series maintenance for such established television franchises as Oprah, Spin City, Star Trek, Jeopardy, Entertainment Tonight and many more.

When an ongoing picture of the ever-changing competitive landscape is needed, ASI creates custom tracking solutions for our clients. In addition to traditional tracking studies where different respondents are contacted over time, ASI also can create and manage longitudinal panels, designed to chart consumers' changing usage attitudes and behaviors over various stages of their lifecycle. ASI conducts tracking studies on advertising effectiveness as well as television viewership. Recently, ASI completed a national panel, assessing consumers' reactions to a newly developed enhanced media platform.

ASI has tested literally thousands of on-screen personalities, From news anchors to game show hosts to spokespeople, ASI understands the importance of the right individual and the right role for that individual. While the most respected, best-loved host probably won't save a marginal show, a weak host can send a show with potential spiraling down the drain.

In assessing a project's title, ASI determines not only the title's likeability, but also its appropriateness and the likelihood of watching the program based on its title. Several possible titles can be tested with this technique at various stages of the development process. ASI has conducted title testing for television series, specials, movies and even television networks.

As the leader in content research, ASI applied its televisual expertise to the Internet well prior its the explosive growth. Our techniques for testing web sites include an in-depth assessment of their content, navigation and design. In addition, ASI explores the changing profile of Internet users as well as the effect of the Internet on their usage of other media.. Finally, for existing brands, we seek to understand what expectations consumers have for that brand's presence on the web.

There's much more to know about ASI and how it can bring you the answers to build your business. Let us hear from you. Take a moment and drop us an e-mail and we'll get right back to you.