Aha! Adds TruRotation Ad/Concept Testing Feature

In the US, online qual research platform Aha! has added an ad/concept testing feature called TruRotation to its online qual platform.

The platform allows users to create and run fully customizable qual studies, and evaluate ideas and communications such as TV ads, print and digital messages. Last summer, the firm launched a tool called Dynamic Canvas, through which users can create customized visual exercises for consumer and B2B research studies.

The new TruRotation solution uses a proprietary algorithm to rotate ideas equally over multiple days, allowing insight strategists and researchers to deliver a randomized presentation of ideas for qual/quant ad, concept and idea testing for consumer and B2B studies.

CEO Ray Fischer (pictured) comments: 'Testing more than two to three concepts in one sitting has always been a best practice challenge for market researchers. Respondents get some idea cross-pollination when they see too many ideas at once, and their focus diminishes as do their contributions with each successive idea past two or three. TruRotation technology eliminates any potential human-assigned rotation errors and because they see only a few ideas at a time, delivers deeper richer feedback to qualitative concept tests'.

Web site: www.ahaonlineresearch.com .