For some campaigns, a qualitative study is recommended to develop early ideas and concepts for communications that will deliver the creative brief objectives.

Examples of matched early concepts and finished ads are used to help explain the concept format; advice on concept preparation to maximise respondent understanding is available.

Concepts are fully explored in terms of their emotional and rational communications potential; projective techniques are used to examine differences between different routes.

This research can also include a review of competitive and past comms and a semiotic review to decode sector comms

As with Early Stage Creative Development Research, the creative team are the key users of this type of study, which is designed to be advisory, focusing, constructive, stimulating and collaborative