Objective

A leading brand aimed to evaluate audience responses to storyboards, key visuals, and a microsite through a structured research study in Singapore. To make informed marketing and design decisions, the client needed robust audience insights but faced challenges in obtaining high-quality, on-camera participation across a diverse ethnic and age representation in Singapore.

 The study sought to:

• Quantify audience reactions to the visual content through a structured survey.

• Gain qualitative insights into user experiences with the microsite.

• Ensure diverse representation across ethnicities and age groups.

  
  

Challenges

1. On-Camera Compliance: Ensuring respondents remained on camera throughout both tests for accurate facial and eye-tracking analysis.

2. Quota Management: Balancing ethnicity and age groups while maintaining the target sample sizes for both quantitative and qualitative assessments.

3. Short Interview Duration: Conducting efficient yet insightful interviews within a tight timeframe (5-6 mins for Test 1, 3-5 mins for Test 2).

4. Recruitment & Engagement: Securing 400 participants for the storyboard test and 20 for the microsite evaluation, ensuring they were comfortable with video-based research. Premium panellists were recruited from our premium online panel who accepted the access of camera and cookies.

   
   

Solution

• Targeted Recruitment Strategy: Utilized pre-screening techniques to ensure quota balance for ethnicity and age while maintaining a high compliance rate for on-camera participation.

• Pre-Interview Setup & Compliance Checks: Respondents were briefed on camera requirements, ensuring uninterrupted video participation for accurate data collection.

• Efficient Survey Structuring: Designed engaging, short-form interviews to keep respondents active while extracting critical insights from both tests.

• Seamless Execution in Singapore: The study was conducted without translation needs, ensuring direct engagement in respondents' preferred language.

  
  

Outcome

The study successfully achieved 100% compliance with on-camera participation, ensuring precise analysis of visual engagement. Quota adherence was maintained, resulting in a representative dataset across various age and ethnic groups. The insights gathered provided valuable guidance on ad visuals and microsite usability, enabling refinements in marketing materials and digital experiences. Additionally, the study captured enhanced user engagement data, supporting strategic decisions for more effective audience targeting in Singapore.

Leverage on-camera testing, real-time audience engagement, and precision-driven research to optimize your marketing strategies. Contact XGP today for tailored solutions!