Kwendi Impact Studies Presentation 2012 (eng)
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Transcript of Kwendi Impact Studies Presentation 2012 (eng)
© Kwendi Impact Studies, 2012. Confidential
KWENDI
Impact Studies
2012
© Kwendi, 2012. Confidential 2
Why Kwendi?
• We are experienced in advertising, research and media markets. It has allowed to
propose efficient decision by Kwendi
- We have resolved well known problems in area of marketing research
- We deliver quick and comprehensive data
- We have developed and are developing innovative approaches
© Kwendi Impact Studies, 2012. Confidential
Methodic
© Kwendi, 2012. Confidential 4
Impact MeterTM in brief
• Impact Meter is the next step in US-based Perception Analyzer methodology launched in 80s
– Widely used to test advertising, as well as public speeches, series and movies
• Impact Meter measures perception dynamically& individually:
– Every respondent watches the video individually on a notebook
– Immediate reaction is tracked 5 times per second by the device
– The respondent moves the rotator immediately when his attitude changes
• Impact meter allows to measure any bipolar
response – positive/negative emotions, trust or
distrust, high or low interest to the content
© Kwendi, 2012. Confidential 5
Impact Meter Methodology
• As far as respondent changes his attitude to video or audio (from
negative to positive or vise verse) he changes rotator position
• What we can test:
– Interest/Attention
– Agreement/Disagreement with ideas in tested materials
– Positive/Negative Emotions
– etc.
• KWENDI Impact & Recall Rating is based on Impact Meter methodology provided by
KWENDI in 2008
• Every respondent watches the material being tested on his personal notebook
• He/She has special device in hands that allows to express reaction using rotator
© Kwendi, 2012. Confidential
Surroundings of tested material
6
• For measurement of unbiased respondent’s reaction we set up natural
surroundings for each tested material
• Respondent sees tested material, competitor’s one and
other things respondent is used to watching/listening
during consumption of a real media
• For instance, when we test TV commercial respondents
see such piece of TV air:
© Kwendi, 2012. Confidential
Our approach
• Priority of KWENDI Impact Studies is to help client understand is there opportunity go over clutter or not and what kind of tools are applicable for reaching of customer’s attention
• Methodic Impact Meter© allows to evaluate noticeability, memorability and awareness of advertisement as well as ad perception
• Our approach estimates of advertisement potential into information sphere and necessary tools for reaching consumer’s mind
7
More detailed information about Impact Meter is here
© Kwendi, 2012. Confidential
Three fundamentals of communication
8
UNDERSTANDING OF
KEY MESSAGE ETC INSTANT REACTION
MEMORABILITY,
NOTICEABILITY
From media to consumer
© Kwendi, 2012. Confidential
Map of tested TVCs
9
Good recall Bad recall
Positive
Negative
Average unprompted awareness 27%
22%
all TVCs
29%
all TVCs
33%
all TVCs
16%
all TVCs
Average
Impact
Rating
score
0
© Kwendi, 2012. Confidential
Fieldwork department
10
• Experienced fieldwork department
• Own recruiters network. We
don’t use ‘professional’ recruiters
for avoid ‘professional’
respondents in our sample
• Geographic distribution of hall-
tests:
with a sample 100-150 we use
different city locations
© Kwendi, 2012. Confidential
Advantages of Impact Meter methodic
11
As a pre-test we may use focus group discussions for selection of brand
attributes
Quantitative data of respondents’ opinion
Sample size starts from 100 respondents
Large choice of open-ended questions
For evaluation we set up natural surroundings for commercial
Individual evaluations (socio group dynamics influence is excluded)
© Kwendi Impact Studies, 2012. Confidential
Products
© Kwendi, 2012. Confidential
Our services
KWENDI Impact Studies
BRAND
IDENTITY IMPACT &
RECALL RATING
TV
PRODUCTS
TESTING
AD TESTS
TVCs
print, OOH ads
radio ads
logos
slogans
jingles
corporate
identity
serials
programs
shows
music
Continuous
monthly tracking
research project for testing TVCs’ noticeability and
awareness
AD HOC CONTINUOUS
PROJECT
animatics
ready
commercials
13
© Kwendi, 2012. Confidential 14
Clients (nonconfidential projects)
© Kwendi Impact Studies, 2012. Confidential
Testing of TV commercials
© Kwendi, 2012. Confidential
Kinds of TV commercials testing
IMPACT &
RECALL RATING AD HOC
Testing of TV commercials
Comprehensive analysis of TVCs
and animatics
+
analysis of noticeability and
awareness
Any kind of sample, geo location
and additional questions
Analysis of
TVCs’ and animatics’ noticeability
and awareness
+
Analysis of special features of ad
perception
16
© Kwendi, 2012. Confidential
Impact & Recall Rating
Continuous project
17
Continuous monthly tracking research project for testing TVCs noticeability
and awareness
Screener Evaluation
(Impact Meter)
Interview typical +
additional questionnaire
Participation in Impact & Recall Rating allows
• To get in a quick and inexpensive way answers connected with TVC perception and necessary data
for media planning
• Evaluate creative side of animatic and TVC. You can track any data on a monthly basis
animatics ready TVCs
tracking of perception and
awareness in dynamics
month 1 month 2
© Kwendi, 2012. Confidential
Impact & Recall Rating parameters
• Data of fieldworks: at the end of every month, 12 times per year
• Sample size: 200 respondents
• Geography: Kiev city
• Target audience: people aged 18-50, with quotas by sex and age
according to GfK TV panel data
• Selection: random selection at location
18
© Kwendi, 2012. Confidential
Additional questionnaires and results
19
Ad Hoc Detailed analysis of commercial
Impact &
Recall Rating
Perception and
memorability
Emotional Features
(Closed questions)
Key message and motivation
Additional
questionnaire B
Additional
questionnaire A
Continuous survey allows to measure TVC indexes of noticeability and awareness as
well as semantic features
Ad hoc survey provides comprehensive study of TVC perception features
© Kwendi, 2012. Confidential
Ad tests. TV commercials Ad hoc
– Choose target audience according to socially demographic
parameters as well as consumption peculiarities
– Choose geography of a survey
– To get comprehensive analysis of commercial’s every scene
20
KYIV LVIV DONETSK ODESSA
Ad Hoc survey allows you:
© Kwendi, 2012. Confidential
Ad tests. TV commercials Ad hoc
21
TV commercials
animatics Ready TVCs
Analysis of each
scene + any additional
questions:
• memorability
• key message
• advantages/
disadvantages of
the scene, music
and actors
• Intention-to-buy
measurement
• Open-ended
questions etc. • Ad hoc project allows to get detailed information about
perception of the whole commercial and each scene in particular
• Questionnaire allows to unfold motivation, hidden causes of reactions concerning
scenes, actors, music etc.
© Kwendi, 2012. Confidential
Experience
22
We are proud for today:
have tested more than 700 Ukrainian TV commercials
have got more than 15 categories benchmarks
most popular media tools were tested and measured
different creative approaches were evaluated
© Kwendi, 2012. Confidential
Instant reaction
Links for watching examples of TVCs with Instant Reaction curves
23
http://www.youtube.com/user/kwendiimpac
tstudies#p/u/3/MPSqljfIsII
http://www.youtube.com/watch?v=Ms
mINMh9uoc&list=UUXnM2KufIkUkv-
Jtxu0iIsw&index=14&feature=plcp
http://www.youtube.com/user/kwendiimpactstudi
es#p/u/7/Db--1gxVHSY
© Kwendi, 2012. Confidential
Ad conceptions testing Storyboard VS Animatic
• Respondents estimate not so topic and subject of the commercial as specific features of drawn images
• Also situations depicted in storyboards often differ from what we see in ready commercial. So perception will be biased
• We recommend to test Rip-o-matic instead of animatic. Rip-o-matic – it’s a storyboard compiled from the pieces of existing commercials
– such approach allows approximate to ready commercial from the point of view of perception and memorability
Storyboard
Ready TVC
Animatic
© Kwendi Impact Studies, 2012. Confidential
Radio ad testing
© Kwendi, 2012. Confidential
Ad tests. Radio Ad hoc
26
Radio ads
• Ad hoc project for radio ad testing allows to get information about
perception of the whole commercial and each scene in particular
Analysis of each
scene
+ any additional
questions:
• memorability of
• key message
• advantages/
disadvantages of
the scene, music
and actors
• Intention-to-buy
measurement
• Open-ended
questions etc.
• Questionnaire allows to unfold motivation, hidden causes of reaction concerning scenes,
actors, music etc.
© Kwendi, 2012. Confidential
Results usage
• Radio – one of the most background media
• For evaluation of commercial noticeability we create model of a real
air
• Noticeability and memorability are the key parameters for clutter
over voicing (up to 10 spots in one ad slot)
27
© Kwendi, 2012. Confidential
Results usage
• Tools used in radio creative aren’t very
wide
• As a result commercials are much similar
• In spite of radio commercials similarity
listener’s perception differs significantly
28
• Memorability and instant reaction differs several times for commercials in
one test
• Low production price allows to improve commercial based on results of the
testing
© Kwendi Impact Studies, 2012. Confidential
Print and OOH ad testing
© Kwendi, 2012. Confidential
Ad tests 2. Print and OOH Ad hoc
30
prints, OOH
• Survey after testing allows to reveal motivation and influence of advertised
brand on intention to buy the product
• During testing we expose ads for evaluation in a format of slide show
• Slide show consists of competitors’ ads, insertions from other categories, archive ones etc
• Respondent evaluate every ad during 8 seconds, he or she should fix reaction via Impact Meter
© Kwendi, 2012. Confidential
Natural surroundings for print and OOH
31
• Print and OOH ads are showed to respondents in a natural surroundings including real advertising clutter
• There is a mix from competitors, near segment ads and other “noise” ads in the modeled clutter
up to 25 insertions
© Kwendi Impact Studies, 2012. Confidential
Brand identity testing
© Kwendi, 2012. Confidential
Brand Identity Ad hoc
logos slogans jingles corporate
identity
During study respondents evaluate
slogans, logos, corporate identity
samples in the format of slide show
Respondents fix their attitude to heart and
seen material using Impact Meter
After viewing of tested material
respondents take part in face-to-face
interview
!!! slogans and logos are not subjects of conversations among
people
33
© Kwendi, 2012. Confidential
Perception of brand attributes
• People don’t think about brand attributes, it’s just part of natural surroundings
• People don’t have a good look at logos, it takes only for 3 seconds
• We test clear attributes of a brand: logos, slogans without surroundings (corporate style, graphics etc.)
• We test semantics of slogans without admixture of accompanying texts
• We advance from a little attention to maximal
34
© Kwendi, 2012. Confidential 35
Clients (nonconfidential projects)
© Kwendi, 2012. Confidential 36
Contacts
Dmytro Redka
Business director
KWENDI Impact Studies
e-mail: [email protected]
mob. phone: +38 067 218 82 87
Yuriy Vyrovoy
Partner
KWENDI Impact Studies
e-mail: [email protected]
mob. phone: +38 050 358 14 81
KWENDI Impact Studies
Ukraine, Kiev, Dmitrievskaya str., 52b, off. 54, phone: +38 (044) 482 07 08
© Kwendi Impact Studies, 2012. Confidential
Thanks for your attention!