Our Techniques:

Highlighting Technique

The Highlighting Technique was developed by The Wagner Group to capture self-reported areas in the text portion of a creative piece that should be emphasized in the creative piece.  Respondents use their cursor to highlight up to 3 words or phrases that encourage trial of the product.  The data is then aggregated across all respondents to determine which words or phrases should be stressed through bolding, increased font size, use of color, or some other technique in the final creative.