Consumer Audiences: Typical Engagements
New Product Concept Evaluation: Weight Loss Program
Based on our client's desire to understand consumers' reaction to a new concept in weight loss programs, ConStat conducted an online study among more than 300 women between the ages of 25 and 60 who were currently following a commercial weight loss program or diet, or planning to start a formal diet or commercial weight loss program within the next six months.
Research indicated that, after exposure to an unbranded description of a new weight loss program to be offered by our client, respondents were quite positive in terms likelihood to enroll.
Dieting methods preferred most by these women were found to be aligned with those offered in the new program. When told the company that would offer the program, however, interest became muted, with reasons for the lack of appeal explored. These findings provided key insights into how our client could position the program and optimize its appeal in light of the concerns expressed regarding the client's brand.
Marketing Program Evaluation: Wireless Telephone
Our client, a wireless telephone service provider that partnered with a major television show, approached ConStat to survey their wireless customers who had either signed up to receive information about the television show on their wireless phones and/or participated in voting, fan text or sweepstakes associated with the show. Our client was interested in understanding the content and activities used in conjunction with the television program in order to know what worked and what did not work from the standpoint of its wireless customers. A total of 400 telephone interviews were conducted with customers based on a list provided by our client.
Research found the program-related activities (including program-related text messages) promoted by our client were well received, though overall awareness and usage were low. Additional insights were gathered regarding how the activities, including voting, could be modified to enhance customers' overall experience and were the basis of recommended revisions to the program activities to be instituted the following year.
Advertising Tracking Study: Metropolitan Ballet Company
ConStat was asked to conduct research to monitor changes in awareness of and attitudes toward a major metropolitan ballet company as the result of a new campaign that targeted younger, more urban individuals unlikely to have previously considered attending the ballet. Two waves of interviews were conducted to coincide with the ballet's advertising campaign. In each wave, telephone interviews were conducted between two segments: younger, more urban individuals who were the target of the campaign and current members of the ballet who tended to be older and come from areas outside the metropolitan area.
Research found the advertising campaign was successful in increasing awareness of the ballet company among a "nontraditional" audience: younger consumers who had not attended or considered the ballet. In addition to increasing awareness of the ballet, the advertising also improved perceptions of the ballet on characteristics identifying it as a viable entertainment alternative for this group. Importantly, the advertising did not offend and was well liked by current ballet members, who were more apt to be older and married. Although actual attendance at the ballet did not increase over the course of the campaign, the campaign did succeed in changing attitudes, and changing the behaviors that result from these attitudes was expected to evolve over time. It was recommended that future advertising include a call to action in order to capitalize on the awareness and favorable impressions created by the advertising.