Quantitative Case Studies
Quantitative Research
Automotive Communication Strategy Study: Mapping out automotive purchase priorities across life stages to drive messaging strategy.
Objective: A large automotive brand wanted to have a deep-dive look into their U.S. target audience across different regions and life stages in order to understand how to best communicate with them through messaging and media.
Solution: A 2-part quantitative study was employed, one to U.S. automotive intenders and the other to brand dealerships in targeted regions in the U.S. to understand a ‘2-way view’ of the customer, their needs, wants, brands they are considering and how they are evaluating them on an attribute-level.
Outcome: The study provided a road map for the brand’s communications and creative teams on how to communication with auto intenders across different life stages through messaging (e.g. singles, couples, couples with 1-3 children, empty nesters) and different regions in the U.S., revealing their respective top ranking attributes, vehicle type and brand preferences, media behaviors and ad awareness/recall.
Category Engagement: Helped a top cable network win incremental media business by showing the relevancy and engagement of their viewer base within the jewelry category
Objective: An internal sales client needed to make a compelling case to a valuable jewelry client why they should invest their media dollars in a particular TV network targeted toward the female audience.
Solution: A survey was deployed to a custom panel/MROC of TV network viewers to determine their engagement with the jewelry industry, which covered questions anticipated to reveal the most salient points to show the prospective jewelry client:
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- The decision-making power of women, including how many have purchased jewelry themselves
- Quantifying their spending on past purchases
- Occasions for which they have bought or received jewelry in the past
- Their enthusiasm and emotional connection with the category
- Where they purchase jewelry from
Outcome: Packaged into a compact and visually engaging overview, a compelling story was painted for the ad sales team to present to the jewelry client, which instilled the confidence they needed to invest their media dollars into the network’s female-targeted programming.
Ad Effectiveness Study: A pre/post test to determine the impact of an automotive brand’s integration into a specific TV show
Objective: Determine whether an automotive brand’s sponsorship on a particular cable network’s program impacted brand favorability and other key brand metrics among the target audience, while gaining creative feedback of the custom integration and vignettes.
Solution: Utilizing a custom panel/MROC of respondents, an online survey was fielded, which asked brand metric questions before and after viewing clips of the custom integration and vignette embedded within the survey instrument. Participants were also asked their perceptions and opinions of the sponsorship itself.
Outcome: The study proved that exposure to the custom brand content increased lifts in brand favorability across total respondents as well as individual sub-segments of particular importance (e.g. competitive car owners and business owners).
