Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5′s approach and the resulting deliverables for assisting a client with their campaign strategy.
A video deliverable is a great way to provide context to research and bring consumers’ lives out of the field to project stakeholders. There is incredible power in hearing responses and opinions directly from the mouths of your consumers. In the case study below, capturing stories and emotions surrounding fraud victims was very effective in shaping the client’s messaging going forward.
“Exploring Consumer Sentiment and Building Empathy”
A financial services client developed an ambitious multi-channel campaign to raise consumer awareness and provide education on financial fraud. W5 worked with the firm to cultivate understanding and empathy within the organization for at-risk consumers and evaluate advertising concepts for effectiveness in supporting the campaign goals.
W5 designed an approach providing consumers a forum for sharing perceptions of financial fraud as well as react to advertising stimuli. W5 conducted a series of Focus Groups to explore consumer sentiment toward the concepts, followed by Post-Group Interviews to capture their personal stories and their experiences with fraud, detailing how they were victimized and their emotional response in the ensuing days and months.
W5 applied the findings to the client’s campaign strategy, suggesting key areas for more effective messaging to and targeting of at-risk consumers. W5’s reporting included an edited Highlight Reel Video featuring the personal stories of fraud victims. The five-minute video encapsulated key findings, shared victims’ personal experiences and was distributed throughout the organization to cultivate a shared sense of empathy toward the consumers at the heart of their campaign.
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.