The booking process can be a necessary evil when planning a vacation, a hassle that the U.K.-based travel site ontheBeach.co.uk seeks to alleviate. Whereas past stand-alone survey testing had determined whether an ad was positive, On the Beach sought to understand the “whys” and “why nots” behind ad failures or successes. During ad testing done with Nielsen Consumer Neuroscience, On the Beach was able to learn whether its trusted fallbacks were really working to build brand awareness.