--- title: Creative and message testing for agencies | Gradient Metrics description: How Gradient uses A/B tests, Conjoint analysis, brand lift, and ad testing to optimize creative and messaging for maximum brand impact. --- ![almos-bechtold-AJ_Mou1FUS8-unsplash](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/almos-bechtold-AJ_Mou1FUS8-unsplash.jpg?width=300&name=almos-bechtold-AJ_Mou1FUS8-unsplash.jpg) # Ready to craft creative strategies that resonate? Using advanced survey methods, we identify the messaging and creative strategies that truly captivate your clients' audiences, allowing your agency to make confident, evidence-backed creative decisions. [Explore Our Work](https://www.gradientmetrics.com/case-studies) [Contact Us](https://www.gradientmetrics.com/contact) ## Discover the messages that connect Creative and message testing lets your agency see beyond surface-level reactions. Understand precisely which creative elements like tone, visuals, or calls to action resonate deeply and shape lasting brand perceptions. Systematically assess creative impact to refine your strategy and ensure every campaign achieves maximum effectiveness. Compare creative variations Evaluate different versions or components of ads and creative concepts to identify the most compelling approach. Validate strategic directions Test new creative and messaging ideas rigorously before committing substantial resources. Measure long-term brand effects Track how various creative approaches influence brand perception, recall, and consumer intent. ### The Gradient difference - **Define the decision** Before we even draft a questionnaire, we clarify your key objectives. Whether you’re launching a new ad campaign, slogan or complete positioning overhaul, we gather data that zeroes in on that specific decision. - **Design targeted research** We use advanced statistical tools, but we always remember the human side of research. We tailor surveys and experiments to extract only the insights critical to your decision, nothing more, nothing less. - **Analyze & interpret** Our team of data scientists and PhD social researchers immerse ourselves into the numbers. Beyond just the “what,” we pinpoint the “why” behind messaging preferences, translating complex stats into clear strategic guidance. - **Activate insights** Finally, instead of broad reports, we provide clear recommendations empowering you to decide which message elements are most effective in engaging your audience. ![gradient-metrics-illustraties-03](https://5936269.fs1.hubspotusercontent-na1.net/hub/5936269/hubfs/new_website/Imagery/gradient-metrics-illustraties-03.png?width=300&name=gradient-metrics-illustraties-03.png) ## Survey methodologies that drive results A/B Testing A/B or head-to-heat testing pits two (or more) versions of creative or messaging against each other to see which one resonates best with real audiences. By carefully structuring each test and measuring its impact, you’ll gain a clear picture of which variation drives higher engagement or recall. - Quickly see which ad elements, like headlines or visuals, garner the strongest audience response. - Make informed adjustments based on evidence rather than hunches. - Ensure your budget goes toward the versions that genuinely connect with consumers.   Conjoint Analysis Conjoint Analysis digs deeper into the specific attributes or message components, such as tone, visuals, or messenger, that shape consumer preferences. By offering respondents varied combinations, you can pinpoint which elements matter most. - Identify the messaging or product attributes that truly sway consumer decisions. - Understand how audiences balance one benefit against another - Focus on the aspects that consistently score highest, ensuring your campaigns align with what consumers value.     Brand Lift Analysis Brand Lift Studies measure the shifts in awareness, favorability, and intent after consumers encounter your ad or message. By comparing exposed and unexposed groups, you’ll see how effectively your creative moves the needle on long-term brand metrics. - Go beyond clicks or views to understand how creative influences perception. - Discover where your creative excels and where there’s room to strengthen. - Monitor changes in brand metrics throughout a campaign’s lifecycle for ongoing optimization.     CASE STUDIES ## Success stories at a glance Explore how agency partners leveraged targeted survey insights to sharpen creative strategies, enhance messaging impact, and achieve measurable improvements in audience engagement and brand recall. [![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/Case%20Studies/Oatly/oatly.jpg?width=300&name=oatly.jpg) Read more Unraveling the Oatly BrandOatly's initiative with Gradient aimed to uncover the brand attributes that justify Oatly's premium pricing and drive sales funnel conversion. Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/oatly)[![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/blake-wisz-tE6th1h6Bfk-unsplash.jpg?width=300&name=blake-wisz-tE6th1h6Bfk-unsplash.jpg) Read more Land’s End Loyalty Program with Redscout We partnered with brand strategy agency Rescout and armed them with the research necessary to develop a membership rewards program for Lands’ End customers. Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/redscout-lands-end-loyalty-program) ## Trusted by leading organizations ![Reformation](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/reformation.png?width=300&name=reformation.png) ![Lippincott](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/lippincott.png?width=300&name=lippincott.png) ![BreadNButter](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/breadnbutter_transparent.png?width=300&name=breadnbutter_transparent.png) ![Co:Collective](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/co_collective.gif?width=300&name=co_collective.gif) ![Noble People](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/noble_people.png?width=300&name=noble_people.png) ![McKinsey&Company](https://www.gradientmetrics.com/hubfs/Landing%20Page/McKinsey__and__Company.svg) ![C-Space](https://www.gradientmetrics.com/hs-fs/hubfs/c_space_logo.png?width=300&name=c_space_logo.png) ![Redscout](https://www.gradientmetrics.com/hubfs/Client%20Logos/logos_redscout-black.svg) ![Sylvain](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Sylvain.png?width=300&name=Sylvain.png) ![MediaMonks](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/M.m_media._m_onks_b.png?width=300&name=M.m_media._m_onks_b.png) ![SYPartners](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/01_SYPartners_Logo_XLarge_reverse_RGB.png?width=300&name=01_SYPartners_Logo_XLarge_reverse_RGB.png) ![almos-bechtold-AJ_Mou1FUS8-unsplash](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/almos-bechtold-AJ_Mou1FUS8-unsplash.jpg?width=300&name=almos-bechtold-AJ_Mou1FUS8-unsplash.jpg) ### Ready to discover the creative strategies that truly resonate? [Let's Chat](https://www.gradientmetrics.com/free-expert-consultation) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Brooklyn", "addressRegion" : "New York", "postalCode" : "NY 11249", "streetAddress" : "325 Kent Avenue" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://www.gradientmetrics.com/hubfs/branding/default/gradient_default_black.png" }, "name" : "Gradient Metrics", "url" : "https://www.gradientmetrics.com/agencies/creative-message-testing" } ```