Researching the Route to TV Advertising
Qualitative storyboard study in FMCG
Prior to the launch of a laundry detergent, a global FMCG manufacturer wanted to test reactions to two storyboards for a potential TV commercial. GIM developed a multi-layered qualitative storyboard study which delivered valid reasoning for choosing one of the storyboards over the other, as well as suggestions for the actual making of the commercial.
The launch of the new color-sensitive detergent was to be seen as an extension of the range, under the umbrella of a well-established laundry detergent brand. The brand’s equity and visuals formed the bench-mark’s framework for testing the potential of the two different options. The challenge was to find out which storyboard would be developed further and which optimizations were necessary to achieve completion and quantitative validation.
GIM selected a single-platformed study comprised of 32 one-and-half hour in-depth interviews. For each storyboard, 16 female householders between 20 and 60 (core target group) were interviewed in detail. The sample-group was made up of users of the client’s own brand and users of the competition brand. GIM investigated a variety of themes.
Then GIM undertook qualitative testing of brand perception. In order to do this, we used Value Visuals – our unique qualitative evaluating tool which compares the consumer’s environment to the brand’s environment based on perceived and visualized values. This was tested before and after exposure to the storyboards.
Using this before-and-after approach, the effect of the storyboard on the subject’s brand perception was easily explored (Brand Shift).
At the same time, GIM experts were investigating comprehension and spontaneous reaction to the storyboards as well as the storyboard’s reception trends. Particular emphasis was placed on the qualitative recognition of the brand message as well as the potential for inspiring action (to buy), communicated by the storyboards. The program was completed with an in-depth detailed evaluation of the storyboards on its key areas. Parameters like product message, plausibility, brand fit and personal relevance were considered particularly important – as well as the qualitative evaluation of the commercials components, e.g. protagonists, claims, packaging and the setting.
GIM delivered a valid qualitative prognosis of the communication potential of both storyboards. Therewith, the client received proof of why one option was viewed as having more growth potential than the other. In addition, GIM gave the client input for the quantification (pre-test) as well as definitive recommendations regarding the design of the final execution, e.g. regarding the choice of setting and the casting of actors.