Ad Appetite: Testing TVCs That Resonate with Consumers and Drive Engagement
Research Objectives
To evaluate the scripts for new client brand TVC and gauge likeability and message clarity.
To assess key values the script communicates, and it’s fit with brand values and attributes.
To arrive and rank the best scripts with suggestions for improvement.
Approach and Methodology
Spotlight Group Discussions
With 8 Respondents
Lasting up to 2 hours
At a Central Venue
SAMPLE SIZE: 12 FGDs
MARKET: Delhi, Mumbai, & Hyderabad
Target Group
Male
18-23 Years and 24-29 Years
Student, Early Jobber, Working
SEC: A1A2
Usership
Must be a frequent QSR consumers.
Mixed consumers of KFC, MacD, Domino’s Burger king and Pizza hut.
Must be dine-in at twice a month in QSRs
Must prefer to ear burger at least once or twice a month.
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