Objective

The project's objective was to evaluate the effectiveness of three new advertising executions for a premium pet food brand that emphasizes fresh food and advanced nutrition. The challenge was to determine which ad concepts most effectively communicated the brand's message and resonated with the target market.

Approach

The research strategy employed focus groups to delve into the perceptions and reactions of specific consumer segments:

• Segmented Focus Groups: Three groups were organized—super-premium pet food users, fresh pet food users, and a mix of both—to ensure a diverse range of perspectives within the target demographic.

• Ad Mockup Presentation: Participants viewed ~1-minute videos for each of the three ad concepts, which included illustrative scenes and a narrated storyline.

• Emotional and Detailed Feedback: Consumers provided feedback on their emotional responses, scene appeal, memorability, and the overall effectiveness of each ad, with particular attention to the most and least appealing aspects.

• Claims Assessment: From a list of 12 brand claims provided by the client, focus group members chose four that resonated the most. The top five claims were highlighted, noting a general preference for numerical data and a call for more substantiated evidence.

My Role

My responsibilities included:

• Coordinating all logistics for the qualitative research phase.

• Crafting the discussion guide and screener to uncover consumer attitudes and behaviors.

• Meticulously recording focus group responses.

• Creating a report slide deck that presented our research findings on what ad concepts were most impactful, analyzed the effectiveness of claims from the client, and provided strategic implications and recommendations.