Background

For a large distributer of consumer products, Direct Opinions conducts an ongoing advertising awareness study to determine the effectiveness of their advertising campaigns in specified target markets.

Project Overview

Direct Opinions conducts a representative number of random-sample telephone surveys each week in targeted areas to determine if the advertising conducted has lifted awareness and purchase intent of targeted audience. Telephone surveys allow for more randomized sampling and the interviewer remains in control of the sampling process, as opposed to respondent “self-selection” which can occur in mail and email survey methodologies. This randomized sampling approach also provides more accuracy for projecting the data to the larger universe.

Results

Survey results are provided weekly to the client. Because telephone surveys provide a much more rapid and timely read on the marketplace and can be deployed quickly compared to mail or web surveys, the information is used to quickly help management prioritize product marketing strategies and execute an advertising and brand strategy ensure maximum return for the marketing dollars spent.