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 beauty and skincare brand, working in India & Indonesia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A beauty and skincare brand
- Sector
- Advertising
- Team engaged
- Market Research
- Services
- Influencer marketing, Quantitative research, Online surveys
Client challenge
The brand worked with dozens of creators but had no consistent way to compare which kind of content changed opinions.
Research objectives
- Deliver on the brief: testing whether influencer content drives consideration.
- Understand the views, needs and behaviour of followers.
- 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 1,600 followers.
- followers1,600
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: India & Indonesia. Markets: India and Indonesia.
- India
- Indonesia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Content testing
- 3Audience survey
- 4Insight
We tested a sample of creator posts with followers and non-followers, measuring credibility, product understanding and purchase consideration, and grouped results by content style.
Influencer marketingQuantitative researchOnline surveys
Sampling strategy
- followers
- 1,600
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
Key findings
- Demonstration-led content from smaller creators outperformed polished celebrity posts on credibility.
Credibility comes from showing, not endorsing.
Recommendations
- Build on the core insight: credibility comes from showing, not endorsing.
- Focus effort where the evidence was strongest: demonstration-led content from smaller creators outperformed polished celebrity posts on credibility.
- Re-measure after the changes to confirm the effect.
Business impact
- The brand shifted its creator mix towards tutorials.
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
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: did the campaign lift the brand?