Does your agency do qualitative pretesting of *pitch* creative with focus groups prior to the new biz pitch presentation and then show the results to the prospect?

My agency does this a lot and it has always felt weird but maybe this is common practice?

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Eeesh. Never. Are you at a small, midwestern agency?

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I’ve done it a few times, even at the most creative of agencies. It shows you’ve “done your homework” and proves concepts will have the intended effect on the target audience. That can make a big difference to prospective clients (and procurement) who are likely seeing/hearing a lot of similar ideas from agencies all saying they are different from one another.

If the results aren’t positive, you can either learn and evolve the concept or ignore the research.

IMHO agencies should be consumer informed, not consumer led. Especially for ad concepts.

In my experience, it’s rare for most agencies to consider doing because it increases the pitch budget by quite a bit and take a lot of time… depending on methodology and vendor used. Also because pitch creative concepts typically continue to evolve up until the 11th hour of a pitch. But given AI and online/SM based options have made it more efficient (in time and money), it’s becoming more feasible to consider for just about any agency.

So it can be a small price to pay to give you an edge in a pitch against other agencies and make your shop seem more buttoned up by having data that proves your work works.

likesmart

i’ve won big pitches doing this

likesmart

Yes and it’s how we’ve won pitches. Only do it for the big ones though.

likesmart

Of course. Part of what it takes to win.

likesmart

We used to do it more often than we do now. Probably been since before 2020.

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Yep, happens a fair amount in pharma pitching in my experience at multiple agencies

Who do you use to do this kind of testing? Is it more focus group style or do you have a partner that does quant? looking for a resource to do this at my agency…

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