The focus of the research is to gain feedback on positive and negative aspects of the concepts. For campaigns aimed at the main drink-driving target group, a series of questions developed from survey research is used to select subjects. Concept testing inevitably leads to confrontation with the advertising agency. Nevertheless, the research is important to ensure that campaign objectives are met, and the process helps build up expertise by the agency on the topic. This method involves showing the advertisement to individual subjects and asking them to write down or talk about all of their thoughts and feelings which occur during exposure to the advertisement.
Subjects rate the strength with which they hold each of the nominated viewpoints.
A number of other questions about the material can be included to build up information on the material in relation to the communication objectives. Questionnaire Surveys Questionnaire surveys have been used to monitor exposure to campaigns. Questions can be included to categorise respondents in terms of their drink-driving behaviour and attitudes in order to assess the degree to which target groups for the campaign have been reached. Feedback on issues and themes recalled from advertising material is useful as a broad measure of how well communication objectives have been met in the field. Surveys can also provide an indication of specific changes in knowledge and perceptions following campaigns.