Actonel
Carnival Cruise Lines
DDB/Gibson Guitars
Empire City
GHP/Inkwell
PBS KIDS GO!
Click on any of the above for more information
Client: DDB/Procter & Gamble Pharmaceuticals
Concept Testing.
The Challenge:
Assess campaign concepts and identify the best strategy for educating the target audience and motivating them to find out more information about Actonel, a prescription medication that treats and prevents postmenopausal osteoporosis.
The Approach:
Understand the potential success of each creative concept in delivering against the following key measures:
- Communication of main idea and message
- Consumer relevancy
- Appeal
- Ad memorability and differentiation - ability to break through clutter
- Persuasion and motivation of consumers to request more information from their doctors
- Adaptability across media
3 creative concepts were tested via an interactive online survey.
- A random sample of adults was recruited based on specific criteria such as age and types of prescription medications currently being used.
- Creative was viewed by respondents in random order
All concepts performed well against the key measures tested and were deemed equally relevant, however, research revealed that one concept was more successful in:
- Communicating product benefits and the main message
- Making Actonel more preferable to other osteoporosis medicines
- Motivating respondents to ask their doctor about Actonel and if it is right for them
Client: Carnival Cruises
Creative Testing. Measuring Viability and Ways to Improve.
The Challenge:
Carnival Cruise Lines wanted to create a single television advertisement that resonated with its various target segments and motivated them to choose Carnival Cruise Lines for their next vacation. Because each of these target segments is very distinct in demographics and behavior, Carnival wanted to test each concept to ensure the single message that was being communicated was appealing and impactful to all groups, prior to beginning commercial production.
The Approach:
Test three "rough" television spots within a tight production timeline.
- Communication of main message
- Consumer relevancy
- Appeal
- Believability
- Relatability
- Relevance
- Persuasion and motivation consider Carnival cruise for their vacation
- Consumer relevancy
- Identify tangible ways to improve the ads to heighten impact (interest and intent to choose Carnival)
- Evaluate changes in perception of the Carnival Brand and experience - pre and post commercial exposure
- Test rough cuts via an interactive online survey fielded among a random sample of 600 respondents segmented by Cruisers (Carnival/Competitive) and Non Cruisers
- Respondents were selected based on very specific demographic and psychographic criteria based on: Age, HHI, Role in the HH regarding travel plans and recent travel relevant to cruising
- Qualified respondents received the URL to a secure survey site
- Data was weighted to reflect Carnival customer profile in relation to age, gender and income
- Creative was viewed by respondents in random order
Research identified the power of how each commercial performed against key measures and resonated with all target segments. Research also provided valuable feedback on how to improve the impact of the ads and increase relevancy across target audiences. Testing the rough cuts prior to production helped the client produce an end product that provided a higher rate of success in motivating consumers to choose Carnival Cruise Lines. In addition, pre and post measures taken on consumer perceptions uncovered whether the commercials had a positive effect on impressions of the Carnival Cruise brand.
Client: DDB/Gibson Guitars
Awareness, Purchase Intent and the Impact of Advertising.
The Challenge:
Gibson Guitars, a client of DDB, was interested in determining awareness and perception levels of its Epiphone guitar brand prior to launching holiday advertising and post campaign launch.
The Approach:
DDB partnered with LiveWire Online Research to conduct a pre and post advertising research study to determine:
- Overall awareness of Epiphone guitar brand
- Perceptions
- Purchase intent
- The impact of holiday advertising on these key variables
- Pre Advertising Research Study
- An in-depth interactive online survey was fielded to a random sample of 250 Adults who were qualified based on specific criteria (Age, HHI,) to test initial awareness, perception, attribute and purchase intent levels
- Post Advertising Research Study
- A second in-depth interactive online survey was fielded to 450 respondents. A new segment of young adults was added to the sample based on pre-wave research results. Sample selection mirrored pre wave research methodology.
- Post wave research measured the impact of advertising on key measures in addition to evaluating advertising recall and media habits
Data from pre and post research waves, provided both agency and client not only with information on key measures but also with consumer insights regarding:
- Commercial content - how message, advertising content and execution influenced audience impressions and behavior
- Guitar ownership - the relationship between guitar brand selected and the owners personality traits
- Purchase habits - reasons for selecting a guitar for purchase and why consumers choose the brands they do
- Brand s reputation - personalities of individual brands and the importance of both physical and emotional attributes in purchasing and ownership
Client: NY Lottery/Empire City Gaming
Understanding Awareness Levels and Behavior..
The Challenge:
Empire City, a leading entertainment company based in NY, wanted to understand current awareness levels and determine where the greatest opportunity existed for sales growth among the NY Metro "gambling" community for its raceway casino.
The Approach:
An interactive/online survey was constructed to evaluate awareness levels and usage habits of Empire City s raceway casino and its nearby competition; specifically:
- Behavior Patterns
- Unaided Awareness
- Aided Awareness
- Recall
- Impressions
- Motivations and Interest
A random sample was recruited consisting of adults who were selected based on specific demographic and psychographic qualifiers (age, geographic location, behaviors relating to Casino experience).
The Results:
Research results delivered an accurate understanding of awareness levels and the motivations / behavior patterns of casino gamblers in the NY metro area. More specifically, why they would prefer or choose a "raceway casino" vs. a resort casino for their gambling entertainment.
The Client: Greenhouse Partners/Inkwell Art House
Understanding the Buyer. Identifying Market Potential. Creating a Brand..
The Challenge:
Inkwell Art House, an online art broker that specializes in illustration art, was interested in understanding the appeal of its products and services among both art and non-art collectors.
Greenhouse Partners, Inkwell s branding agency, used Livewire Research to help them prepare an analysis of the brand s current and prospective customer base as part of a larger positioning and branding project they were conducting for the company.
The Approach:
Develop a demographic and behavioral profile of consumers interested in purchasing illustration art:
- Understand nuances of market and target segments
- Assess attitudes, opinions, interest levels, motivators and key drivers for purchase intent
Identify market potential
The LiveWire Solution:An interactive survey was fielded to a random sample of adults across the US, using LiveWire's proprietary online panel. The sample included both current and prospective "illustrative" art buyers, and qualified based on age as well as past purchases and purchase intent
The Results:
Consumer insights, enhanced by additional analysis prepared by Greenhouse Partners, revealed to which target segments, Inkwell's product offerings provided the greatest appeal. Identifying market opportunity and building a customer profile, comprised of demographic and behavioral data, provided direction for branding efforts and marketing programs launched later that year.
Client: PBS KIDS GO!
Programming, Promotion and Online Content Development..
The Challenge:
PBS KIDS GO! is one of the most trusted learning environments for children today. In order to create programming, promotion, and online content that continues to be of value to their viewers, PBS KIDS GO! turned to LiveWire to help them better understand today's young elementary school-aged kids (ages 6-8), in particular:
- Lifestyle
- Interests and extra-curricular activities
- Involvement with different media outlets
- TV viewing preferences and habits
- Relationship between television and the web
- Appeal/relevance of PBS KIDS GO!
The Approach:
An interactive/online survey was created using a combination of closed ended and open ended questions to attain in-depth information on:
- How children spend their free time
- Their favorite subjects in school
- Their dreams/plans/goals for the future
- Things they do to stay healthy
- What they consider "cool" and "exciting"
- How they find out about new things
- What they are watching on TV and When
- Favorite TV stations, shows and characters
- How they use the web and why
- Favorite websites
- What they think about PBS KIDS GO!
The survey was fielded to 500 children between 6-8 years of age across the United States using LiveWire s proprietary panel. All questions were fully compliant with COPPA Legislation (Children s Online Privacy Protection Act).
- Qualified panelists received the URL to a secure survey site
- Survey was completed by moms and their children
The online survey provided rich data on children's behavior, cultural, media habits and trends. It identified commonalities among the 6-8 age groups and distinct differences between target segments. Answers to open ended questions, which came directly from children, revealed opinions and feelings that were extremely helpful in providing direction, to PBS KIDS GO! These consumer insights gave PBS KIDS GO! the information they needed to develop unique television programming and website content sought after by their viewers while remaining true to their unique brand identity.
