The Brandware Group, an independently-owned brand research and development firm, has introduced iTest (www.brandwaregroup.com/itest), a new web-based research methodology that helps marketers uncover whether their communications are powerful enough to increase consideration and-most importantly-sales. Developed by Brandware, iTest answers today's most important marketing questions faster and more cost effectively than traditional communications research. The proprietary iTest methodology also is statistically more valid and less biased than commonly used qualitative research techniques.

Each of the twelve different types of iTest assessments rapidly and credibly evaluates the performance of a specific marketing mix component. In as few as ten days, and at less than half the cost of more traditional testing methodologies, marketers can measure the performance and the performance potential of their communications. iTest applications have been scientifically designed to measure print, radio and broadcast ads, agency creative concepts, corporate identity programs, trademarks, promotional collateral, public relations messages and package designs, among others.

"Whatever the marketing objective, iTest is an exceptionally accurate barometer for measuring and forecasting how target audiences will respond to a concept or message before spending money on deploying it," said David Krysiek, co-founder of The Brandware Group. "No company today should have to guess whether their communications will ultimately fall flat, get lost in the clutter, or lack credibility." Brandware's iTest methodology is based on nearly 80 years of prior copy testing research and Advertising Research Foundation measures that have a high probability of predicting the sales effectiveness of creative executions. Krysiek considers iTest to be advanced communications intelligence that will save savvy marketers time and money.

Marketers like Stephen Keiser, marketing research manager at DuPont, agree. Keiser recently used iTest to assess the communications effectiveness of print ads for an audience of commercial designers and architects. His evaluation of the iTest methodology was that "the process delivers high quality information, in a very timely and cost-effective manner."

About The Brandware Group and iTest
The Brandware Group, Inc. (www.brandwaregroup.com) is a brand research and development firm that provides objective, information-based brand management services to clients like 3M, Abbott Labs, AARP, AT&T, Bank of America, Delta Dental, Discovery Communications, DuPont, Estee-Lauder, Genentech, General Motors, GlaxoSmithKline, Hawker Beechcraft, Honda, Hyundai/Kia, Ingersoll-Rand, Jacuzzi, Michelin, Microsoft, Mohawk Industries, Nationwide, Nestle, Novartis, Philips,  Samsung, Sanofi-Aventis, Shire, Starbucks, Volkswagen, and Yamaha . The Brandware Group owns and operates two separate but complementary businesses - Brandware Research and Brandware Public Relations.

The Brandware Group is based in Atlanta, GA, and has offices in New York, Los Angeles, Washington DC, and Iowa City.

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Media Contact:
Elke Martin
Telephone: 770.649.0880 Ext. 305
Telefax: 770.649.0820
emartin@brandwaregroup.com

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