Illustrative engagement. A representative scenario showing how we approach this kind of work in advertising. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping advertising
Agencies and advertisers need to know whether campaigns will work before launch and whether they worked afterwards, across TV, digital and outdoor.
- Pre-testing reduces the risk of costly campaigns
- Brand lift is measured across channels
- Audiences are fragmented across platforms
Client background
A consumer electronics brand, working in United Arab Emirates & Saudi Arabia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A consumer electronics brand
- Sector
- Advertising
- Team engaged
- Market Research
- Services
- Quantitative research, Video marketing, Digital analytics & reporting
Client challenge
A large share of the launch budget went into online video, but view counts said little about whether people now preferred the brand.
Research objectives
- Deliver on the brief: measuring brand lift from an online video campaign.
- Understand the views, needs and behaviour of respondents.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,000 respondents.
- respondents1,000
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: United Arab Emirates & Saudi Arabia. Markets: United Arab Emirates and Saudi Arabia.
- United Arab Emirates
- Saudi Arabia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Exposed vs control survey
- 3Bilingual questionnaire
- 4Insight
We compared people who had seen the campaign with a matched control group, in Arabic and English, measuring awareness, feature recall and consideration.
Quantitative researchVideo marketingDigital analytics & reporting
Sampling strategy
- respondents
- 1,000
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Interactive dashboard for ongoing tracking
Key findings
- Arabic versions were re-cut with the key feature stated earlier.
Exposure is not persuasion; you need a control group to see the difference.
Recommendations
- Build on the core insight: exposure is not persuasion; you need a control group to see the difference.
- Focus effort where the evidence was strongest: arabic versions were re-cut with the key feature stated earlier.
- Re-measure after the changes to confirm the effect.
Business impact
- The campaign lifted awareness in both markets but feature recall only in the UAE, where the ads were shown in English.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interactive dashboard
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will this ad work?