Concept Screening
and Testing

The Technique

In the MSI system, respondents use two senses (eyes and ears) rather than one (eyes only) as in the case of concept board exposure.  Furthermore, they use these senses on an exposure technique with which they are familiar – TV.  Additionally, all respondents hear the copy in the same professional manner every time.  Overall playback more precisely reflects the profile of the concept, making for greater discrimination between concepts where it exists.  The greater clarity yields more accurate buying and persuasion measures, which, in turn, makes the decision maker more certain of communication choices and alterations.