“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
Advertising studies may be done in conjunction with Brand Awareness and Equity Studies or they may be done in an effort to improve/select a new advertising campaign. In the former, advertising awareness can be a factor in determining the awareness and thereby the value of the brand. In the latter, the goal can be to test a new message which may be meant to increase reach and awareness and/or to reposition the brand. We recommend testing new advertising against existing advertising to see whether new ads surpass old ads at meeting strategic objectives. You can also test against key competitor ads to see which better motivates positive sentiments and, importantly, consumer purchases.
Typical project timing: 3-4 weeks