Brand Concept & Messaging
Last updated
Qualitative insights at the speed of your business
Conveo automates video interviews to speed up decision-making.
Definition:
Ad testing is a qualitative and quantitative research method used to evaluate advertising creative across formats including video, audio, print, and digital. Within the Brand, Concept, and Messaging research category, ad testing helps teams understand not just whether an ad performs, but why it does or does not connect with consumers. Effective ad testing captures emotional response, message clarity, brand attribution, and purchase intent, giving creative and marketing teams the evidence they need to refine executions before media spend is committed. When conducted with real participants in conversational formats, ad testing surfaces the nuanced reactions that survey scales and click-through metrics consistently miss.
How Conveo Does It
Conveo runs ad testing through AI-moderated video interviews with real participants, not synthetic respondents or AI avatars. Teams can launch a study in under 30 minutes and receive findings within days, capturing voice, facial cues, and verbal reactions as participants respond to creative in their own environment. Multimodal analysis then surfaces emotional arcs, message confusion points, and standout moments across hundreds of interviews in parallel, giving enterprise teams the depth and scale that traditional ad testing methods cannot deliver on the same timeline.
Related terms.
Qualitative Research
Concept Testing
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Qualitative Research
Messaging Testing
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Qualitative Research
A/B Testing
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Qualitative Research
Ad Effectiveness Research
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Frequently asked questions.
Want to see how Conveo runs research at scale?
Automate qualitative research with AI-led interviews, scale insights, and lead your organization into the next era of understanding consumer behavior.