Compare advertising media and other stimuli

We find out whether your advertising material is attention-grabbing. Whether your ad conveys its message. Or whether your business idea from last night is a winner.

Zwei Mitarbeiter von SPLENDID RESEARCH machen einen Konzepttest am Laptop

Our solutions: representative and worldwide

Have your concepts evaluated and compared

From different concept alternatives, we determine which advertising medium is most suitable for which target group. Whether TV commercial, video ad, online banner or classic print and poster ads - with our concept test you maximize the impact of your advertising.

One contact person

With us, a concept testing expert keeps an eye on the entire project. This increases efficiency, creates added value in the creation of the questionnaire and guarantees a smooth project flow.

Global Online Panel

We are constantly reviewing and expanding our global pool of survey participants in 74 countries. We thus ensure particularly clean data delivery.

Analytically thought along

From the conception of the questionnaire to the analysis of your data, we think along with you. On request, we derive options for action and prepare meaningful charts.

Our approach: efficient

The way to your concept test

From conception to data collection and analysis, we always keep the common goal in mind.


We get to know your questions, define reasonable and feasible study objectives together and discuss the setup. This also includes the definition of a clear timing, the appropriate sample size and the survey form.


Based on your briefing, we design the questionnaire for your study, which you can enrich with individual content such as competitors or image attributes. The result is a research concept that is optimally suited to your research question.



With our own panel (pool of participants), we always have the data in our own hands and are not dependent on third parties. In addition, after data collection, a series of intensive quality checks are carried out, which guarantee precise results.


At the end of a market research analysis, we always provide an easy-to-understand report with clear recommendations for action. This allows you to make successful decisions directly after the project, based on the latest research findings, and to move your company forward.

Contact us now and find the right project framework for your concept test.


Evaluation examples

This is what a concept test can do for you

Concepts are often in competition with each other. Even if they stand alone, the question should be clarified in advance whether the implementation is at all promising.

Advertising campaigns cost a lot of money, but often lack valid key figures on their effectiveness. At the same time, the success of a campaign stands and falls with the ad motif or spot used. Although several versions are usually created in advance for the client to choose from, the selection is often based on a gut feeling instead of valid data. We provide you with the necessary data to select the best possible advertising medium for your purpose.

We offer the possibility to test several alternative advertising media against each other with regard to their effect on the target group. As a market research institute, we collect the necessary data neutrally and support advertising companies or advertising agencies in implementing a successful campaign. Copy tests are extremely cost-efficient from an overall economic point of view of the marketing expenses, since the selection of the motif or spot is so central to the later benefit of the entire campaign.

Advertising media and other stimuli can be compared with each other on the basis of various criteria, either against each other or against a benchmark. Typically, the aspects of liking and disliking elements, attention performance, recall performance, image effect and purchase probability are tested.

For static stimuli, respondents can be asked to specifically mark what they like and dislike and comment on this in their own words. The markings of all respondents can be combined into a kind of heat map.

An often underestimated aspect is that consumers perceive an advertisement for a product category, e.g. jeans, but this is not sufficiently strongly linked with the advertised brand. The advertising objective is thus missed.

An often underestimated aspect is that consumers perceive an advertisement for a product category, e.g. jeans, but this is not sufficiently strongly linked with the advertised brand. The advertising objective is thus missed.

Our customers: Have The Word

Since 2008, we have been committed to high-quality product research.

Whether you are a corporate group or an agency, whether you need a complex study or a simple results report - we will put together a customized package that will help your company.

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The study conducted with Splendid Research has been a core part of our work. With the results as a starting point, we designed the marketing measures for a whole year. 2 years after its publication, the study is still our most successful and most downloaded asset. It shows how valuable a sound database is and that there is a lot of interest in it. We have been very professional and supportive of the team throughout the process. We look forward to the next joint survey.

Nicole Sandra Pukala,


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The cooperation with SPLENDID RESEARCH was very pleasant and professional. The results were available quickly and were useful for the further positioning of Nico Rosberg.

Florian Krumrey,

Geschäftsführer von CAA

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Thanks to SPLENDID RESEARCH, we had valid data at our disposal, which helped us very well to derive appropriate measures. Even changes to the schedule at short notice were implemented in an uncomplicated manner. We can only recommend anyone to turn to SPLENDID RESEARCH when it comes to employee surveys. Many thanks for this!

Leif Jensen, Landeshauptstadt Kiel,

Personal- und Organisationsamt,
Zentrale Personalentwicklung

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SPLENDID RESEARCH has been supporting our company since autumn 2016, and not without reason! We have always been looked after competently, bindingly and with absolute reliability. SPLENDID RESEARCH has our back and carries out the recruitment of suitable test candidates independently, with commitment, in a solution-oriented manner and, above all, always quickly and in a friendly manner. A partnership as it should be. Not only we say that, but also the test candidates we have invited via SPLENDID RESEARCH so far.

Patricia Regenhardt, Marketing Manager,

Ferratum Bank p.l.c/, Düsseldorf

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In our search for a suitable testimonial with whom we wanted to optimise the positioning of our brand, SPLENDID RESEARCH provided us with excellent support. By means of the HUMAN BRAND INDEX, we received valid data in a very short time, which served as a basis for our decision and through which we are now working with the popular actor Jan Josef Liefers as our new advertising face.

Cornelia Friedrich,

Abteilungsleiterin Werbung & PR

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Our services: Guarantee valid results

Market research with customised solutions.

Get a no-obligation consultation now and discover the potential for your company.

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