In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other […]
Tag Archives | Case Study
Framing Research for a Pharmaceutical Messaging Campaign
A leading biopharmaceutical company was preparing to launch a new product into the U.S. market. Concerned about the fallout from potential negative news reports about the product, they developed a consumer directed messaging program to help answer potential consumer questions and concerns about the product. They enlisted G&R to pre-test the communications program. G&R recommended […]
Positioning Research for a Specialty Retail Chain
Successful advertisers have one thing in common: their messaging distinguishes their brand in the minds of their target audience. It establishes who they are and what they stand for. It differentiates the brand from its competitors in a way that rings true with loyal brand users and provides distinctive appeals to non-users. Strategic research is […]
Content Marketing Research for a Leading Hospital
Many companies use Content Marketing to supplement traditional marcom channels and communicate new information via a variety of alternative media contexts. Recently, a prominent hospital launched a custom magazine publication in an effort to grow awareness in the healthcare market, communicate with leading medical, academic, and business influencers, and position the hospital as the definitive […]
Cause Marketing Research for an Adolescent Health Initiative
Raising awareness or encouraging behavior modification for a social or public health issue is quite a different communications challenge than persuading consumers to purchase commercial products. Campaign designers and funding sources face two underlying questions: 1) is a campaign worth the investment of time and resources; and 2) how does one increase the chances that […]
Claims Substantiation Study for Major International Manufacturer
In a competitive marketplace, many advertisers make claims against similar companies and brands to influence customers to choose their product over those of their competitors. At the foundation of this communication is the requirement that the claims be true. Survey research is often used to provide the basis of the claim and to challenge the […]
Belief Elicitation Research for Animal Health Company
A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]
Belief Elicitation Research for Animal Health Company
A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]