Case Study
National Trade Association: Global Positioning and Messaging
Challenge
StrategyOne’s services were sought in order to test ads and gauge public opinion among general consumers nationwide regarding digital television and their reasons for purchasing (or not purchasing) digital televisions, in order to inform the client’s future expansion program.
Research
StrategyOne conducted 8 focus groups in four key markets, amassing both qualitative and quantitative data concerning digital television ad concepts.
Insight
The ad-test produced clear results, which StrategyOne was able to segment to determine specific attributes to a successful ad campaign. Our findings also revealed that there was a lack of general consumer awareness concerning both the benefits of digital television technology and how to acquire it.
Action
These results formed the base of the client’s strategic communications program, specifically their advertisement campaign, and were fundamental in their drive to increase consumer perception and use of digital television technology.
Strategy
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