Work · Ad Hoc & Custom Research
Weighty Choices
One of the most widely recognized diet programs in the country asked us to assess the effectiveness of media up-weight in a set of small secondary markets.
The engagement
The situation
Markets such as Nashville, Wichita, and Memphis do not lend themselves well to up-weight testing: populations are relatively small and media choices limited.
What we did
Through intelligent sample selection, combining of sample providers, and post-study de-duplication, we achieved readable samples that could detect local differences.
The result
Once mitigating factors were teased out, the up-weight spend demonstrably improved awareness, brand perceptions, willingness to recommend, and willingness to purchase. The client increased spending by more than 2X across television, radio, magazines, and point-of-sale.
As a general rule, at least 2X spending is required to demonstrate the potential of up-weight.
Smaller, incremental increases do not let marketers observe whether a brand is truly responsive. Subtle changes, while more cost-effective, do not test the elasticity of response.