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Tag Archives | Case Study

New fEMG Study Shows Value in Combining Neuromarketing and Survey-Based Advertising Testing

In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other studies, we have found positive correlations between fEMG and recall or fEMG and persuasion. Continue Reading →

Framing Research for a Pharmaceutical Messaging Campaign

A leading biopharmaceutical company was preparing to launch a new product into the U.S. market. Concerned about the fallout from potential negative news reports about the product, they developed a consumer directed messaging program to help answer potential consumer questions and concerns about the product. They enlisted G&R to pre-test the communications program. G&R recommended a two test cell plus control design that framed the different mindsets that consumers might bring to the communications by stimulating exposure to either a negative or neutral news article about the product, before exposing the messaging strategy. To evaluate the effectiveness of the communications, G&R measured levels of consumer concern on key dimensions before and after each framing cell of respondents was shown the messaging.

The research showed that the communications were successful in reducing overall concern levels by over 20%and answering the prevailing consumer question about the product by over half in both cells. The research also found areas where the messaging program did not adequately address consumer questions and suggested additional content strategies to help alleviate those concerns.

If you would like to learn about G&R’s Framing Research, please Read More >

Positioning Research for a Specialty Retail Chain

Successful advertisers have one thing in common: their messaging distinguishes their brand in the minds of their target audience. It establishes who they are and what they stand for. It differentiates the brand from its competitors in a way that rings true with loyal brand users and provides distinctive appeals to non-users.

Strategic research is a valuable tool for developing this kind of successful advertising. It provides companies with insight into the triggers behind consumer brand selection – the core values and beliefs that people hold when deciding between marketplace alternatives. Well-designed strategic research unveils positioning opportunities for the brand. It identifies what is important to the buyers of your brand and the buyers of your competitor’s brands as well as how successfully each brand delivers on these expectations. Insights developed from this research reveal positioning opportunities for the brand to drive successful creative that resonates with your user base and attacks competitive vulnerabilities.

G&R was recently enlisted to evaluate the position that a leading company occupies in the crowded retail space and investigate the effectiveness of the company’s communications. Using a stimulus-aided questionnaire and advanced analytics and data displays, the research identified the company’s position relative to its key competitors, spotlighted a positioning opportunity for the brand that capitalizes on brand strengths important to both brand shoppers and competitive shoppers where the competition underperforms expectations. Armed with this insight our client can now exploit competitive weaknesses with a positioning built on brand strengths that both customers and competitive shoppers value.

If you would like to know our positioning capabilities, please contact us.

Content Marketing Research for a Leading Hospital

Many companies use Content Marketing to supplement traditional marcom channels and communicate new information via a variety of alternative media contexts. Recently, a prominent hospital launched a custom magazine publication in an effort to grow awareness in the healthcare market, communicate with leading medical, academic, and business influencers, and position the hospital as the definitive resource and leader in the medical and biotechnology fields. The company engaged Gallup & Robinson to design and conduct research to help the hospital better understand the magazine’s effectiveness, including the characteristics and needs of its audience, their attitudes towards the custom magazine, and the publication’s influence on perceptions about the hospital. The research provided benchmarks for quantifying performance and revealed how the audience thought and felt about the magazine. It resulted in new insights about how to improve lower-rated elements, adjust delivery methods and strengthen engagement moving forward. Learn More >

Cause Marketing Research for an Adolescent Health Initiative

Raising awareness or encouraging behavior modification for a social or public health issue is quite a different communications challenge than persuading consumers to purchase commercial products. Campaign designers and funding sources face two underlying questions: 1) is a campaign worth the investment of time and resources; and 2) how does one increase the chances that the campaign will be effective?

G&R was recently enlisted to evaluate a campaign which sought to establish a comprehensive community health model aimed at promoting healthy adolescent development and preventing dating violence. The initiative’s co-sponsors wanted to understand the target audience reactions to 8 concept executions and to determine which of the executions might be considered stronger or weaker candidates for the campaign. The research identified the strongest campaign ads based on overall stopping power, behavioral disposition, and emotional engagement. Select executions were recommended for strategic positioning in order to reach target subgroups and ways to optimize campaign communication were presented.

If you would like to learn about G&R’s Cause Marketing capabilities, please Read More >

Claims Substantiation Study for Major International Manufacturer

In a competitive marketplace, many advertisers make claims against similar companies and brands to influence customers to choose their product over those of their competitors. At the foundation of this communication is the requirement that the claims be true. Survey research is often used to provide the basis of the claim and to challenge the basis of a competitor’s claim. However, between January 2006 and June 2011, the National Advertising Division (NAD) of the Better Business Bureaus found that 71 percent of the consumer perception surveys introduced by parties to an NAD proceeding were unreliable and, therefore, had little or no impact on the final outcome of case. Claims research needs to be carefully constructed and executed if it is to have much value for the advertiser.

Recently, a major international manufacturer hired G&R to test several claims made in a competitor’s advertising campaign, alleging that the competitor’s products were widely preferred by consumers on a number of criteria. In order to test these clams, G&R launched an exacting and rigorous four-stage study where participants were asked to use and evaluate comparable products from different manufacturers and rate the products on a range of qualities. Stimulus exposure and questionnaire administration were carefully controlled. The study showed that the competitor’s claims were not reliable and was used as part of a successful challenge to the NAD.

If you would like to learn about G&R’s Claims Substantiation capabilities, please Read More >

Belief Elicitation Research for Animal Health Company

A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, leading to unique messaging strategies which can be used in campaigns aimed at helping owner caregivers to ensure their companion animals live longer, healthier lives. Read More on Belief Elicitation >

Belief Elicitation Research for Animal Health Company

A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, leading to unique messaging strategies which can be used in campaigns aimed at helping owner caregivers to ensure their companion animals live longer, healthier lives. Read More on Belief Elicitation >