|
Challenge
The client develops security software for Internet users. The company
needed to understand more about users' security concerns, and about how
its product advertising might best address those concerns.
Strategy
The Strategic Counsel conducted qualitative research through focus
groups in Toronto and Boston. The groups were structured as triads, with
three respondents in each, and three approaches to advertising creative
were tested at each session. The triad structure permitted more detailed
probing of responses to communications materials.
Results
The findings gave the company data to clarify its communications on privacy
issues, as well as information that helped it modify the creative and
maximize the value of its successful first marketing campaign.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
|
