Concept development research for advertising all too often focuses on what clinicians like/dislike rather than what the concept communicates.
Standard concept development research often includes only four or five concepts. This leaves many potentially high-impact concepts out to dry, never to make research stage. Discounting valuable creative ideas is wasteful and unnecessary.
SCENARIOSTORIES® disregards clinician likes/dislikes, focusing instead on what the concept communicates. This approach has been responsible for the development of many high-impact advertising campaigns.
SCENARIOSTORIES® can research communication for up to 12 concepts giving a higher chance of success.