SPRINT 2024-Wrapped: What Are People Testing?
As 2024 is coming to an end, we’re taking a moment to reflect on the most popular test types and formats our clients used this year. These trends highlight what marketers and researchers prioritized to stay ahead in their industries.
Most Tested Test Types
- Agile Brand Tracker
- Video Ad Test
- Concept Test (Product)
- Claims Test
- Packaging Test
Most Tested Formats
- Video
- Print/Outdoor
- Copy/Text
- Radio
- Storyboard
Insights and Takeaways
Brand Tracking: Commitment and Consistency
Agile Brand Trackers remain the most beloved test type of SPRINT and plays a critical role for many brands to understanding brand health. The true value of brand tracking lies in consistency—tracking regularly allows brands to stay ahead of shifting consumer perceptions and adapt effectively. With SPRINT, you can achieve this with speed and precision, making brand tracking a powerful decision-making asset.
Video Dominates, and OOH Makes a Comeback
Video continued to lead as the most tested format, underlining its dominance in communication strategies. Whether it’s a short TikTok/Instagram ad or a long YouTube/TV campaign, video content offers unmatched engagement opportunities.
Simultaneously, we’ve seen a (re-)surge in Out-of-Home (OOH) advertising tests and started to accentuate the value of in-context testing. It is vital to test OOH campaigns on how they can impact in real-world settings, bridging the gap between digital and physical touchpoints.
Test Across the Entire Product Cycle
Effective testing isn’t just for one stage—it’s a continuous process. At SPRINT, we’ve seen clients maximize their success by testing throughout the entire product lifecycle:
- Concept Testing: Validate initial ideas and ensure they align with consumer needs.
- Packaging Testing: Optimize designs to capture attention and drive purchase decisions.
- Communication Testing: Fine-tune claims, ads, and messaging for maximum resonance.
- Brand Tracking: Keep a pulse on long-term brand performance and adapt strategies as needed.
Plan Ahead for the Holidays and 2025
The holidays are ideal for refining last-minute campaigns and preparing for a strong start to 2025.
- Stay agile: Identify opportunities to test throughout 2025.
- Broaden your horizons: Consider testing new formats, like social media or OOH, to reach your audience effectively.
- Get ahead of the curve: Pretest your Q1 campaigns now to hit the ground running in January.
Thank You for a Fantastic 2024!
We couldn’t have done it without you—our valued clients. Ready to make 2025 your best year yet? Let’s start the conversation and explore how SPRINT can help you achieve your goals!