Now here's a Mother's Day idea that would only come from an ad agency. JWT has launched "Intelligift," what it's billing as the planet's first-ever service that will focus-group test that crappy Mother's Day gift you were planning to give your mom.
"Every time I talk to my mother on the phone, she's disappointed in something I've done...or not done," Mark Truss, Global Director of Brand Intelligence at JWT said in a statement. "We've all got things that our mothers make us feel guilty about, so why add one more thing this year? We created Intelligift to help people everywhere earn a year's worth of maternal goodwill."
The service uses quantitative surveys and live focus groups that feature real moms across the nation. You can choose a focus group type-- soccer moms, grandmothers, significant (m)others or stepmoms.
Upload a gift idea, and it'll be evaluated against the metrics you really should have been thinking about: Likeability, Persuasion, Impact, Thoughtfulness and Originality. Input your email and you'll get an indexed score and feedback against each category so you can make an informed gifting decision.
Safe to say that bouquet of a dozen roses isn't going to cut it.