Creative that captures attention
and moves people.
Advertising works when it is noticed, understood, and able to create the intended response. IMI's Advertising & Creative Testing helps brands evaluate ideas, messages, and executions before or after launch.
By exploring attention, comprehension, relevance, and persuasive impact, we identify what connects with audiences, what creates friction, and where creative can be strengthened.
What does your creative need to achieve?
We help brands understand whether creative is being seen, understood, remembered, and able to influence audience response.
Attention Capture
Does the creative attract attention quickly enough to earn meaningful engagement?
Message Takeout
Are the intended messages and key ideas noticed, understood, and retained?
Emotional Response
How does the creative make people feel, and does that response support the brand?
Persuasive Impact
Does the execution strengthen consideration, preference, or intended action?
Attention
Relevance
Recall
Impact
Know what the audience really takes away.
Effective creative must earn attention quickly, communicate the intended idea clearly, and create a response that supports the brand and its objectives.
IMI helps reveal which elements are working, what audiences understand and remember, and where creative refinement can strengthen relevance, persuasion, and overall impact.
Stronger creative begins with knowing what audiences actually see, feel, and remember.
ADVERTISING & CREATIVE TESTING
What we evaluate.
Concept Testing
Assess early-stage creative ideas to understand appeal, relevance, clarity, and potential before full development.
Message & Claim Testing
Evaluate whether core messages, claims, and propositions are noticed, understood, credible, and motivating.
Creative Diagnostics
Identify the visual, verbal, and emotional elements that strengthen or weaken overall creative performance.
Comparative Testing
Compare alternative executions to determine which route creates stronger attention, understanding, and audience response.
