Case Studies

Case Studies

PROVING PHONE NAMES ARE EASIER TO REMEMBER THAN PHONE NUMBERS

THE NEED FOR RESEARCH

Phone Names claim that a phone name is easier to remember than a phone number because a customer simply dials the name of the company they’re looking for using the letter on their telephone keypad, e.g. 1300 FOXTEL, instead of 1300 349 835. Although this claim appears to have face validity, it had never really been tested and quantified in a controlled research environment.

THE METHOD

Phone Names commissioned D&M Research to test the veracity of this central claim, using an experimental matched-sample approach in an advertising setting. One sample saw the phone name, and the other the phone number, in a clutter reel from which they were later tested for ‘number’ recall.

THE RESULT

D&M Research ultimately demonstrated consumer preference for phone names over phone numbers, with research finding phone names to be at least five times more memorable than phone numbers. After incorporating the results into sales presentations, sales conversion rates increased from 8 per cent to over 20 per cent.

MEASURING AND TRACKING THE VALUE OF A BRAND’S ASSETS

THE NEED FOR RESEARCH

Interbrand was commissioned by a national health fund to revitalise the brand including the introduction of new brand assets and the retirement of existing ones including a very well known slogan and jingle. Given the iconic and salient nature of the existing brand asset suite, Interbrand needed to take stock of the value of the existing assets and track the transition through the introduction of the new ones as the heritage assets where phased out. Interbrand approached D&M to build a tracking study to measure and track the assets throughout the transition period spanning more than 2 years.

THE METHOD

D&M reviewed existing Interbrand models of brand attachment and connection and built research techniques that could benchmark and measure the value of the assets. The research used a combination of techniques from various disciplines including free association and recognition, crowd and predictive theory. The survey itself employed a number of innovative approaches including a share game and a multilevel asset recognition task along with more traditional rating and ranking tasks.

THE RESULT

The research benchmarked the value of the existing brand assets and was then able to show movements in the relative values of both the heritage and the new assets as they were introduced into the market. The study was not only able to assess the assets in isolation but also in combination revealing the interaction affects on the assets and their value, giving not only assurances to the client during the transition phase but key insights to optimise the assets suite and their introduction.

CREATING A BLUEPRINT

THE NEED FOR RESEARCH

Create a blueprint of what makes a great Rugby League presenter / commentator.
Specifically which presenter qualities are:

  • ‘must have’ versus just ‘nice to have’
  • ‘must avoid’ versus ‘nice not to have’

THE METHOD

Fox Sports’ interest in the project had been piqued by the IM-EX Polygraph technique showcased through the ‘what women’ and ‘what men’ really want studies. The challenge was to go beyond viewer rationality to reveal the true tapestry of what makes a compelling league presenter, commentator, or panel.
The research was a two stage study firstly discovering the relevant attractor and detractor attributes through traditional focus groups in the league heartlands of Sydney and Brisbane. This was followed by a national online quantitative stage among NRL fans to deploy the polygraph – comparing what viewers said they want and don’t want to the attributes they associated with their fantasy and reject panels.

THE RESULT

The study created a blueprint for what makes a quintessential presenter and panel, building on existing intelligence within Fox Sports’. D&M also provided profiles of both Fox Sports’ and rival networks’ talent creating a foundation for talent strategy and optimisation for the 2013 season.

FUELING BETTER ADS

THE NEED FOR RESEARCH

Loud’s client is in the international money transfer business and needs to be able to reach its target of essentially migrants and ex pats living in Australia with frequent fresh and insightful TVC campaigns. Loud generally brings to the table at least three campaign ideas based on different consumer insights and benefits. The challenge is to select the best ad based on its ability to engage and motivate the target in the marketplace. Rather than rely purely on the their own experience and expertise, Loud engaged D&M to choose and optimise the best concept over a number of TV campaigns.

THE METHOD

D&M used their Ad-SURE method for the task as it had the ability to not only select the strongest concept but to optimise it further. The technique used animatic versions of the three concepts to test in an online sample of n=300 target consumers. AD-SURE uses a combination of cognitive response and traditional diagnostics to decipher, diagnose and then decide which concept to take through to production.

THE RESULT

In both cases the research was able to identify the strongest concept based on message processing, propensity lift and traditional diagnostics like likeability, believability, relevance, cut-through and brand fit. In addition the research identified executional tweaks ensuring that even the strongest concept was optimised when it went into production. Both studies resulted in successful campaigns in the marketplace building on the great creative and strategic talents of the Loud agency.

FUEL FOR NEWS

THE NEED FOR RESEARCH

Klick Communication’s client is a national hotel chain that wanted to market end of week ‘pamper packages’ to women and their friends aged 25-34. They theorised that women spend less time, money and energy when preparing to go out with their girlfriends than when they go out on a date, even though many have known their girlfriends longer than their boyfriends or partners. The research was also aimed at understanding how important girl time is and why pre-girl time preparation seemed to be reserved only for special occasions.

THE METHOD

D&M used the InPRess method for this research. InPRess is a PR-inspired research product that delivers consumer insight results in a two-page, press release style Headline Report, outlining the key stories and supporting facts for client campaigns. 300 Australian women aged 25 to 34 completed a 5 minute online survey about how they spend their free time, if they spend more time and money getting ready for a boy date rather than girl time, and what do they think gets in the way of quality girl time.

THE RESULT

The research revealed that despite the fact that 68% of women in the survey had known their closest girlfriend longer than their boyfriend or partner, they nearly always place a higher priority on seeing their male partners when they have free time. Using the headline “Women sacrificing lifelong female friendships for men in their lives”, Klick created a PR Campaign aimed at inspiring women to get together and reconnect with their BFFs while marketing the hotel’s ‘Get Polished’ deal, encouraging women to take up the package.

FUELING ENGAGED COMMUNITIES

THE NEED FOR RESEARCH

The University of Sydney Union (USU) conducted research with D&M in 2009 in order to explore various aspects including how USU performs against an “ideal” university union and also to understand the different types of students based on attitudes to university, life & studying and relationship to the union. In 2012, USU wanted to build further on this research and research in multiple stages would be needed to gain deep insight into this area of interest, including qualitative and quantitative. A method of student recruitment was needed in order to obtain particular student types qualitative and quantitative research.

THE METHOD

The Market Research Online Community (MROC) was the most beneficial tool for USU’s needs, as not only did it deliver the core need of recruiting students, students would also be opting in to an online community where they could partake in daily, weekly or monthly research activities around a shared topic of interest. This would also serve as a platform to keep students engaged with the USU as well as generally keeping in touch with their classmates. The MROC has been created among the University of Sydney students for the last 3 years.

THE RESULT

The community delivered on the students required for the qualitative and quantitative research with ease, and now continues to grow week by week, giving USU a solid element for any quick decisions they need to make. Among other things, USU has used this community to help them successfully decide on new print ads that would be implemented in 2013 around campus.

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