Why carry out this research?
Our client had produced a radio advertising campaign designed to raise awareness and usage of their retail stores amongst SMEs. The research was required to evaluate the level of awareness of the campaign with the target group and the effectiveness of the campaign in terms of meeting its objectives.
What did we do?
We carried out 2 stages of interviewing, a pre-stage to understand existing levels of awareness and usage of the retail stores. Towards the end of the advertising campaign, we then undertook a second, post-stage of interviewing. This allowed us to understand how awareness and usage of the retail stores were affected by the campaign, as well as understanding how well the execution was received by the target audience.
200 SMEs that bought gas cylinders were interviewed by telephone at each stage.
This was a challenging project as the first obstacle JEM had to overcome was sourcing a suitable sample in quite a small geographical area. JEM conducted pre-research testing across a micro sample of data subsets which helped to determine which data sets would be more likely to qualify.
A PowerPoint report containing findings from the research was delivered to the client shortly after completion of each phase of fieldwork.
We were able to understand how effective the execution used was in communicating the desired messages and to understand how well the media mix used reached the target audience. These learnings have been fed into planning for subsequent advertising campaigns which means that we will gain more traction from future advertising spend.