Presented at the 2018 Quirk's Event - East, in Brooklyn. We developed the "Visual Optimizer" for our clients who needed to test a wide range of communication layouts, images, and spokespeople to meet a government mandate in their industry. So we developed a new, easy to deploy tool!

1. 0RUSSELL RESEARCH
Visual Conjoint, 2018
RESEARCH SOLUTIONS
FOR A VISUAL WORLD

2. 1RUSSELL RESEARCH
Commerce is More Visual Than Ever

3. 2RUSSELL RESEARCH 2RUSSELL RESEARCH
It’s expensive to figure out in the real world.
“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”
John Wanamaker, father of modern advertising and a “pioneer in marketing”

4. 3RUSSELL RESEARCH
It Can Take a Really Long Time
Netflix hyper personalizes artwork:
• Algorithms based on millions of data points
• Analysis based on 100MM+ members
• Gives visual “evidence” for why a title might be good for members
• Resulted in a meaningful improvement in how members discover new content

5. 4RUSSELL RESEARCH
Research & Testing Covers Very Well
Copy Testing | Eye Tracking | Package Testing
UX Testing | In-Market Testing | A/B Testing
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction

6. 5RUSSELL RESEARCH
No Comprehensive Solutions
Test Individual Components OR
Several Ideas without Context
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction
Unanswered
How do creative
elements work together?

7. 6RUSSELL RESEARCH
• Government demanded a minimum
level of vehicle safety recall compliance
• Requested compliance levels often not
met
• Manufacturers required to send a
safety recall notice / letter to owners
Developed to Meet A
Client Business Challenge

8. 7RUSSELL RESEARCH
Research Challenge: Letters are Complex
Color usage?Include a picture?
Call to action?
Layout?

9. 8RUSSELL RESEARCH
Develop a form of conjoint analysis
where all options are presented in a
completely visual format.
How Can You Test
All These Moving Pieces?
Our Solution
• Understand how individuals make
complex judgments
• Evaluate the sensitivity of changes
in various attributes
• Determine the effects of
reconfiguring existing options

10. 9RUSSELL RESEARCH
7,500+ online interviews
100+ combinations evaluated
Identified optimal visual letter design
Presented at safety recall conference
Many recommendations implemented
throughout industry
The Visual Optimizer
9RUSSELL RESEARCH

11. 10RUSSELL RESEARCH
6 KEY BENEFITS OF
VISUAL OPTIMIZER

12. 11RUSSELL RESEARCH 11RUSSELL RESEARCH
Test hundreds or thousands
of creative variations.
Visual Optimizer Benefits
1

13. 12RUSSELL RESEARCH 12RUSSELL RESEARCH
Identify the impact of individual elements
in a finished product or piece of creative.
Visual Optimizer Benefits
2

14. 13RUSSELL RESEARCH 13RUSSELL RESEARCH
Determine the best execution
of each individual element.
Visual Optimizer Benefits
3

15. 14RUSSELL RESEARCH 14RUSSELL RESEARCH
Understand the relationship
between variables in an execution.
Visual Optimizer Benefits
4

16. 15RUSSELL RESEARCH 15RUSSELL RESEARCH
Provide the ability to tailor
creative for different audiences.
Visual Optimizer Benefits
5

17. 16RUSSELL RESEARCH 16RUSSELL RESEARCH
Provide the ability to guide optimization
at different stages of the purchase journey.
Visual Optimizer Benefits
6

18. 17RUSSELL RESEARCH
A Wide Range of Applications
Print1 Direct Mail2 Digital &
Websites
3 Mobile
Offers
4 5 POS/
Signage
6 ????7Packaging

19. 18RUSSELL RESEARCH 18
Social Media
• 4 attributes, 2-13 levels = 2000+ combinations
• Narrowed to <10 optimal combinations
• Identified targeted creative recommendations by
key demographic and behavioral segments

20. 19RUSSELL RESEARCH
CAUTION
Visual Optimizer is NOT
a Replacement for Creatives
Not professionally designed
Can contain impractical combinations
Power of nuance

21. 20RUSSELL RESEARCH
One Meadowlands Plaza, Suite 1001
East Rutherford, NJ 07073
Any Questions?
I’ll walk you & your team
through the details.
Eric Hunter, VP Strategy
201.528.0336
eric.hunter@russellresearch.com
@MR_TallGuy
linkedin.com/in/erichunter01/