In-store advertising effectiveness research

RESEARCH PROBLEM

A global food concern wanted to check the effectiveness of a new type of advertisement it had prepared for the brand of popular sweets. Its goal was to get to know consumer opinions, the impact of advertising on a purchasing decision, and habits related to making purchases.

 

EXECUTION OF THE RESEARCH

A global food concern wanted to check the effectiveness of a new type of advertisement it had prepared for the brand of popular sweets. Its goal was to get to know consumer opinions, the impact of advertising on a purchasing decision, and habits related to making purchases.

 

WHAT DID THE REPORT CONTAIN?

  • number of people passing by the advertisement, taking into account those interested
  • percentage of people stopping in the areas broken down by days of the week
  • average time of interaction with the ad vs customer’s age
  • analysis of advertisement noticeability by customers
  • customer profile broken down by gender, age and type of basket
  • classification of observed reactions to the advertisement
  • number of customers who reached for the product after noticing the advertisement
  • quantitative sales structure broken down by product type
  • statement of buyers vs interested people
  • a set of the most important conclusions from the research

 

BUSINESS BENEFITS

The producer confirmed the attractiveness and high effectiveness of the advertisement, owing to which it could safely invest in displays in further stores and increase its product sales.