Consumer Creative Test

Goal:

To learn the emotional draw of female consumers that could be used in a DTC campaign.

Methodology:

  • One-on-one face-to-face interviews with women.
  • Consumers were asked to create collages in advance of the IDIs that best depicted their feelings about when they had their issue under control and when it was out of control.
  • Collages brought out emotions that would not have been captured through traditional questioning.

Results:

Entirely new advertising campaign developed based on the insights gained through this research.


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