Understand consumer perceptions of the core advertising equities of your brand: platform, key messages, relevance/differentiation, and characteristics including music, visuals, featured characters, tone/personality and more.
How the process works
- Identify key campaign assets to involve in the study
- Work with our Research Managers to develop a research protocol to explore advertising equities and relevant campaign elements to test
- Recruit key segments (usually excluding brand rejectors)
- Use mindswarms remote video capture to link participants to campaign elements including the platform, headlines, tag line, priority messages as well as individual elements (e.g. music, characters, tone/personality)
- Synthesize findings into an Ad Equities report
Methods used
- Unaided reactions to campaign platform
- Messaging hierarchy understanding
- Key messaging take-away
- Emotional associations and reactions
- Brand impact assessment
Timing and cost
- Advertising Equity projects can take from one to two weeks or more to complete, depending on study complexity
- Typical projects involve 20-30 participants
- Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
- Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
- Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)
Deliverable
25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).
All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences