Challenge:
The foremost global provider of quartz countertops aimed to launch its debut commercial and digital advertising campaign in the United States. Having previously broadcasted a commercial in other countries, the home improvement company aimed to evaluate its effectiveness specifically in the U.S. As a result, the company devised a concise 6-week advertising campaign and engaged Provoke Insights to conduct Pre & Post Advertising Testing Research, assessing the impact of the commercial.
The research objectives encompassed:
- Evaluating the influence of the advertisements on brand awareness.
- Analyzing the correlation between current media spending and awareness generation.
- Comparing brand awareness with competitors in the market.
- Assessing the resonance of the unique selling proposition.
- Understanding the needs of the target audience.
- Examining the consumer decision process in the countertop market.
Solution:
With a multifaceted approach, the research proceeded through three distinct phases: focus groups and pre- and post-advertising testing research conducted via a survey.
- Focus Group
Conducted in key cities such as New York, Chicago, and Miami, the focus groups specifically targeted individuals actively looking to upgrade their kitchen or bathroom countertops. Participants actively engaged with the promotional material, sharing their initial reactions and providing valuable feedback. These sessions delved into the intricacies of the consumer decision-making process, exploring factors such as brand awareness, considerations influencing their choices, price points, and the key influencers shaping their decisions.
- Pre & Post Advertising Testing Research
Provoke Insights administered two surveys: one conducted prior to the launch of the advertising campaign and another six weeks after it aired on television networks. The primary objective of this study was to assess consumer exposure to both the brand's advertising and that of its competitors.
Results :
After assessing its advertising efforts, the brand acknowledged the promising impact of its current campaigns beyond the United States. However, it became apparent that adjustments were required to resonate effectively with the US market. In the saturated US market, especially within the realm of marble and granite products where consumer awareness is lacking, brand confusion emerged due to intense competition. As a result, the brand has decided to revamp its communication strategy specifically tailored for the US market.
