The Challenge: To understand in the moment reaction to a new communication campaign which in-spite of high decibel media support had not been able to improve the brand offtakes. Earlier quantitative research revealed robust recall and playback of the key ‘communication hooks’.
The Solution: idstats created a hybrid research design, incorporating facial image capturing technology within traditional quantitative interviews in a central location. We captured implicit cues (their facial reactions while watching the video) and used a structured questionnaire for gathering their explicit processing of the communication.
The Results: Discovery across both techniques was complimentary. While the ad was easy to understand and the protagonist helped garner high branded recall; the takeaway of product benefits and ingredients was weak; translating in a negligible impact on offtakes.