V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in television commercials. V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this?

Question

Quizplus · Accepted Answer

This research is concept testing, as it involves evaluating different versions of an advertisement to determine which one best conveys the intended message to the audience.

V-8, a Brand of Vegetable Juice, Wanted to Determine If