Pert Group Launches Concept Screening Tool

US-based research and consulting firm The Pert Group has developed a new qual/quant method called Ad Assess, for early screening of creative advertising concepts.

The Group, which has its HQ in Farmington, CT, and offices in Kansas City, Pittsburgh and London, integrates financial, attitudinal and behavioral information to help clients make brand and marketing decisions. Ad Assess can be used to test multiple ad concepts, for multiple media, at any stage in the creative process. The firm says it typically has a three to four week turnaround time.

Group Director Mike Bellhouse (pictured) says the quant and qual aspects of the solution are 'hardwired together' so the same consumers can give both types of feedback. He adds: 'It's a powerful way to quickly pick out winners and provide specific guidance on how to make the creative stronger.'

Web site: www.thepertgroup.com .