RezTech Tweaker™

Using our on-line Resonance® methodology Tweaker is designed specifically to gather real-world reactions to advertising concepts and deliver them in a way that actually aids the ideation process.

Developed with input from creative professionals, Tweaker

• doesn’t deliver a “thumbs-up/thumbs-down” assessment of creative concepts
• doesn’t assume to make creative decisions (only to make those decisions easier and more informed)
• doesn’t subject advertising concepts to a “beauty contest” in which consumers assume the role of amateur advertising experts.

Instead, Tweaker exposes ad concepts monadically - each respondent sees and reacts to one creative concept only - then displays how different concepts hit different emotional hot buttons. This information, combined with hundreds of unfiltered audience comments, provide clear directional input about how concepts can be "tweaked" to evoke exactly the responses called for in the strategy and creative brief.

Results are delivered via a Web-based interactive dashboard, making information easy to share across the organization.