Let’s start with just a couple of examples from our ‘library' of Case Studies 

• We asked Gerald Ratner if he’d pre-tested his infamous ‘total crap’ speech. He said: “Well, yes and no.  Yes, I tested the speech on my board and they said ‘Fine, just add a few jokes’. … No, I didn’t test the jokes”.

• A £3 million campaign - that had been thoroughly pre-tested by conventional methods - had to be pulled because customers took a ‘wrong’ meaning after launch. One of our AdQA Tests (“Meaning?”) could have picked up the ‘obvious’ error … in just 10 minutes.

1.  AdQA ASSURES EFFECTIVENESS, and justifies your budget. Your Finance Director will love it … and you!

2.  AdQA minimises the chance of mistakes, and maximises the success of communications. AdQA pinpoints exactly what is wrong or confusing and how to put it right. It even suggests improvements to ‘acceptable’ communications. 

3.  AdQA removes the iffyness from Communications. All communications are ‘iffy’. We’ve got a library of examples to prove it. Even TWO WORD slogans or campaign titles by top organisations … including a Marketing education body … were misinterpreted by their target audiences.  See Classic Cases

4.  No Communications Agency will guarantee effectiveness. They claim that communications can’t be measured and there are too many other influences. But this means you take all the risk, and the agencies get paid regardless of results. AdQA is as near as you can get to a guarantee.

5.  Nobody can quality-assure their own communications– yet many people (wrongly) believe they can. This can be very painful - Gerald Ratner lost his £500million business because he was sure his ‘total crap’ speech was funny.

6.  AdQA lets you see/hear your communication from your target’s perspective … which is completely different from yours. You know what you are trying to say – your targets have to work it out for themselves.

7.  Focus Groups and website usability tests and are notoriously unreliable. They’ve rubbished campaigns that went on to be successful, and missed huge errors. AdQA is rigorous and methodical, examining every word and picture.

8.  Conventional tests are not creative. They mayindicate a ‘problem’ but won’t pinpoint causes or offer solutions/improvements. Customers are not creatives. AdQA is so creative it even stimulates ideas for new products and services.

9.  Potential customers don’t usually give feedback. They don’t tell you that your selling is hopeless or that they didn’t notice your advert or exhibition stand. Even if they did, they couldn’t explain why or how to improve it. They’re not communications analysts. AdQA is critically analytical and constructive.

10. We see ‘obvious’, costly communications errors every day. Obvious, that is, to virtually everyone except the people who produced the communication. Errors that would have been picked up by AdQA in less than 10 minutes.