Background
The agency had developed a series of ads which required researching amongst a range of target
audiences – young ‘opinion leaders’. They commissioned Counterpoint to carry out the research.
Objectives
The campaign had a very distinctive tone, and the client specifically wanted to explore the impact of this tone on feelings about their brand and its core values – as well as help develop the concept and individual executions.
Approach
A series of group discussions, and mini-group discussions was held with young people, using a variety of stimulus material in order to explore the ‘tone’ of the concept and the executions in an appropriate manner: ‘The client was concerned that a research group would be too serious a context, too laboratory-like, compared with the real-life atmosphere the proposed media would utilise.’
Outcome
The research indicated that the target audience loved the tone of the campaign, and that the campaign was entirely compatible with the core brand values. The campaign therefore ran with minor changes.
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Case Studies