In an e-commerce company, it's common for the success of creative material used in marketing campaigns to be measured in terms of numbers, e.g. click-through rates and conversion rates. However, just numbers may not give a full picture of what are good creative material.
Lately, we are trying to focus more on qualitative research, where we bring in actual users and show them creative material for feedback.
A hypothesis would be for example: clean and modern looking materials bring back the customers and make them spend more in the long run, opposed to cluttered material with too many elements and information. Besides the obvious AB-test that would be to run, which would be resource-heavy and time-consuming, could we use a qualitative research to test this and get some insights?
Another idea of a test would show customers the website or app with competitors' images swapped in and get their feedback.
I know it's more common for testing out UI and new features, but has anyone done this sort of research for campaign materials before? If so what would be things to test to look for and how would you carry them out?