Sita’s approach to advertising tests begins with the phase of development and co-design of creativity together with the appointing company and the selected agency. In this initial phase, the idea lab is developed where alternative content options suitable for interpreting the objectives are identified.

Sita Ricerca’s contribution lies in providing advice on creative content to use based on its knowledge of scenario trends, consumers, engagement methods, as well as the company and the consumer sector in which it operates.

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Communication tests can be conducted on any media: TV, radio, print, online.

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Once the lab work is completed, Sita Ricerca’s extensively tested methodological process includes:

  • Qualitative pre-test: verifying the potential of each creative hypothesis in terms of impact, reception, effectiveness

  • Quantitative pre-test: measuring the results of the qualitative pre-test on an extended and statistically significant sample

  • Quantitative control: monitoring the main KPIs of on-air campaigns (awareness, relevant awareness, liking, comprehension, and message decoding), also including periodic comparisons with the main competitors.

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