Capability Testing

Understanding audience response to an idea at the beginning stages of development allows our clients to make informed decisions when choosing content, and to move forward with confidence.

It also saves them time and money.

At Screen Engine/ASI, we appreciate the complexities of the creative process and provide research that gives our clients peace of mind throughout their projects’ development. Our clients can explore their instincts and gain an understanding of their target audience’s perceptions and desires.

Screen Engine/ASI’s capability studies provide a reliable way to test the "DNA" of an entertainment concept. It offers clients an early read on the core strength of an idea, providing quantitative measure of its intrinsic value.

In capability testing, the very essence of the content is presented as a single logline or a few descriptive sentences, and probes its ability to rouse interest. After responding to the logline, respondents are then asked to read a longer, 150 to 200-word paragraph, which provides a more comprehensive description of the concept. Additional layers of info-rmation are then parceled out sequentially to gauge how they influence interest, i.e. measurements of "lift." Those additional elements might include the show’s title, the producer or writer pedigree, and cast.

Results include feedback among viewers at large, and also identify audience segments - demographics and psychographics - that exhibit the strongest interest in the concept.

Importantly, Screen Engine/ASI is able to confirm that the results from capability studies for television shows are predictive of success. Among dozens of shows tested, not a single series (one-hour Drama or half-hour Comedy) that has performed below our capability test benchmarks has survived beyond a single season. Conversely, the track record for above average testing shows (especially Dramas) is much more positive. Many have been picked up, have aired for a full season, and have been renewed.