Campaign testing
From a first read of the issue
to a tested campaign.
Fast, honest feedback on your campaign creative from the people you need to move.
Start here
Think of us as part of your campaign team. We help you understand the issue, find the people you need to move and work out what to say to them.
Then we put your ideas in front of those people. You see what lands, make changes and test again before committing your budget.
1Survey & segment
We start with a survey to understand opinion on your issue and what could change it. Then we segment the audience by what moves them.
The groups come from your own research, rather than a generic demographic. They tell you who to focus on and what each audience needs from your campaign.
From survey findings to audience segments
People who can be shifted by the right message. Find out what would move them, then test it.
Illustrative groups. Your segments come from your own research.
Postcode sectors to target
Modelled concentration of the selected segment
Illustrative map. Small-area boundaries and values are examples.
2Model & target
Once your key segments are defined, we use MRP to model where they are concentrated. You can see where the audiences you need are most likely to be.
We give you postcode sectors to target, so the survey becomes a practical plan for where to focus your campaign. Use the same segments to choose who you test your creative with.
Reads for audiences as small as a few thousand people.
50+ markets with built-in translation.
3Test & refine
Quick testing, through our self-service platform. People mark what they like and dislike. Our AI interviewer asks why, so you can see which words, images and ideas are driving the reaction.
Start a quick test
Every round gives the next one a purpose
Test. Understand.
Refine. Test again.
“I really like the ad itself. I didn't understand it until I read the paragraph.”
4Explore the evidence
Feedback lands in a dashboard you can explore, a written report and a slide deck ready to forward. Click any finding to see the interviews behind it, the share who said it and the uncertainty around that share.
Bert, our AI research assistant, helps you work out what to keep, what to fix and what to drop. Ask a question about your data and it answers from your studies.
Many viewers mistook the creative for a medical or pharmaceutical ad; clarifying the financial partnership earlier will reduce this confusion.
Took it as an ad for the cancer company itself
131 viewers · 90% interval: 20.8%–33.4%
Actual platform results. Clicks per 100 viewers; people can click more than once. Open the image to see the detail.
5Measure cut-through
A creative that persuades people when they are asked to look at it can still disappear in a feed. We test your finished post among content matched to each person’s interests, so it has to earn their attention.
We measure viewing, scrolling and engagement, and how much the post shifts opinion against a control group that never saw it.
The decision, in one place
Swipe to compare all scores →
| Message | PersuasionPrompted · +points | AttentionIn feed · /100 | Cut-throughOverall score ↓ |
|---|---|---|---|
| Message CBest overall | 84.2 | ||
| Message A | 45.8 | ||
| Message D | 27.5 | ||
| Message B | 9.4 |
B was the most persuasive when people were asked to look at it, but barely registered in the feed. C was almost as persuasive and attracted far more attention.
One Cut-Through Score for each of your key audiences.
Compare results for persuadables, write-offs and amplifiers, then put your budget behind the creative that works for each audience.
Convergent Opinion
We are a UK polling and research consultancy. We ran polling for Labour through the 2024 general election, set up research operations for two think tanks, and now work with campaigns, advocacy groups and brands.
Members of the British Polling Council and an MRS Company Partner.
Why you can trust us