Communication Effectiveness

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 off takes. 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.