Use case
Creative and campaign testing
Creative testing is learning how real people react to a message, concept, or campaign direction before production and media spend lock in. Fieldwork runs AI-moderated conversations with your target audience: Sofi asks follow-ups, captures language, and returns themes that tell you what to keep, cut, or rewrite.
Why do agencies still guess on creative?
Timelines compress. Clients want concepts in-market before qualitative fieldwork would normally finish. Teams default to internal critique or a quick survey, which tells you which line scored higher but not why one direction erodes trust.
Fieldwork lets strategists brief Sofi on the decision: which of two narratives feels more credible, what objection appears first, whether the call to action makes sense. Sessions run in parallel, so synthesis starts while recruitment is still open.
What can you test in conversation?
Campaign territories described in plain language. Headline and body copy variants read to participants. Brand positioning statements before design assets exist. Value propositions for a new offer, especially where the client needs to hear objection language verbatim.
For agency programmes, the same study structure runs across waves, so you compare reaction patterns between segments without moderator variance week to week.
What this looks like in practice
A brand agency presents two campaign directions for a regional retailer: one emphasises everyday value, the other emphasises local community ties. The client will not fund full production on both. The strategy lead needs to know which idea creates belief, not just preference on a five-point scale.
Twenty target shoppers complete conversations over a weekend. Sofi walks each person through both directions, probes what felt authentic, and asks what would stop them from acting on the message. Themes show the community angle wins on warmth but triggers scepticism on price claims; the value angle is clearer but feels interchangeable with competitors.
The agency recommends a merged territory for the client workshop, with verbatim objections attached. Media planning proceeds on evidence instead of the loudest voice in the room.
How does Fieldwork fit an agency workflow?
Researchers build the study from the client brief, launch when approved, and monitor completion on the dashboard. Panel or client-owned lists enter via shareable links; completion URLs return participants to the panel when configured.
Because Sofi moderates consistently, junior team members can field more studies without stretching senior strategist hours across every live session.
Frequently asked questions
Can Fieldwork test creative with images or video?
Today, creative testing in Fieldwork focuses on messaging, concepts, and campaign directions described in conversation. Participants react in their own words; Sofi probes for clarity, believability, and emotional response. Multimodal stimulus upload is not part of the current product scope.
How is this different from A/B testing ads live?
Live tests measure click and conversion rates after spend is committed. Conversation testing surfaces why a direction lands or fails before media budget goes out. Many agencies run both: qualitative reaction tests to narrow concepts, then quantitative tests on the finalists.
Who should we interview for campaign testing?
Recruit to the audience the campaign must move: existing customers, lapsed buyers, or a panel segment that matches the brief. Fieldwork runs the interview; you control the list via your CRM, client panel, or recruitment partner.
How quickly can we turn around a creative test?
Once the study is live and links are distributed, first completed sessions often arrive the same day. A fifteen to twenty participant read commonly finishes within forty-eight to seventy-two hours depending on list responsiveness.
What deliverable does an agency get for the client?
Transcripts, aggregated themes, representative quotes, and topic coverage showing where comprehension or trust broke down. That package supports the creative recommendation without an extra week of manual synthesis.
Next steps: Fieldwork Interviews, agency research programmes, and product discovery.