It’s time for another Case Study! Here at W5 we like to share what we’ve been doing, including recent research studies that have helped clients achieve their business goals.
Evaluating consumer input before introducing a new idea is vital to its success. Whether a new product, ad creative, or brand, concept testing helps gauge consumer interest, uncovers how ideas are perceived, and determines the influence of this idea on consumers’ likelihood to engage, shop, or purchase.
Considering a research study’s objectives and goals, timeline, and budget, W5 employs various approaches to concept testing. In the case study below, W5 used Proto-Monadic testing, where participants evaluated multiple stimuli.
PROTO-MONADIC EVALUATION OF ADVERTISING APPROACHES
To keep up with changing marketplace dynamics in consumers’ pet care and dietary demands, a leading advertising agency developed three variant approaches to advertising their category-leading pet specialty retail client’s brand. The agency partnered with W5 to explore consumer reactions to the advertising approaches and ascertain which resonated with consumers and how.
W5 conducted online survey research with a balanced sample of consumers who shop the client’s stores, their pet specialty competitors’ stores, and grocery and mass channels for pet products. In addition to exploring consumers’ general category retail brand perceptions, W5 tested the three (3) advertising approaches in a proto-monadic design featuring both independent and comparative evaluation. Key metrics included appeal, relevance, brand fit, believability, and consumer likelihood to purchase at the client’s stores versus those of competitors. The survey enabled additional exploration to clarify key takeaways and summaries of each approach and its description, along with rationale for evaluation results.
W5 confirmed all three (3) approaches resonated with consumers, but one – more focused on pets as part of the family – was most appealing. Incorporating emotional themes and messaging drove consumer preference. Both quantitative statistics and qualitative open-end responses supported this conclusion, and peripheral study data around consumer prioritization of their pets’ well-being further validated an approach to brand positioning and messaging that combined both rational and emotional factors.
Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5′s approach to qualitative or quantitative research contact: projects@W5insight.com.