Run a Consideration and Advocacy test

Which version moves people toward considering or recommending the brand, with their own reason for the score.

Not every piece is trying to sell something today. Consideration and Advocacy reads the softer intent question: would you think of this brand, and would you put your name on it to a friend?

What it measures

The primary question is a 0 to 10 rating of how likely someone is to recommend the brand to a friend, and the verdict is decided on the average for each version. A consideration rating sits under it as a diagnostic, with an open question asking why they scored it that way. The card labels this set as built from measurement principles rather than drawn from a specific body of research.

What people are asked

• "After watching, how likely are you to recommend this brand to a friend?" on a 0 to 10 scale from "Not at all likely" to "Extremely likely". This is the question the verdict rests on.
• "How likely are you to consider this brand next time?" on a 1 to 7 scale from "Not at all" to "Very likely".
• "Why that score?" in their own words.

The reason question is the one to read first when a result comes back close. People explain themselves plainly here.

When to pick it

Pick this when the brand rather than a specific product is what the work is arguing for. Skip it when the audience does not know the brand, because there is nothing yet to recommend and the score will measure politeness. If there is a product and a purchase on screen, Purchase Intent asks the more direct question. If a specific deal is the variable, use Offer Resonance.

What the verdict looks like

A winner is named on the recommend rating when both groups reached the size committed at launch, dropout was balanced, and the gap stands clear of chance. Otherwise a directional advantage or an honest "too close to call". The consideration rating is a diagnostic and is never promoted into the headline. See Reading your report.

What it cannot tell you

A stated willingness to recommend is not advocacy. Nobody in the study has to tell a real friend anything, and there is no social cost attached to the answer, so the number compares two versions rather than predicting word of mouth. It also cannot tell you what happens after the first viewing, and it should not be read as a loyalty measure for a brand the audience has only met once.

Formats

Consideration and Advocacy is available on video tests and on audio tests.