TVCs That Sizzle: Dissecting What Works best in QSR Advertising Effectiveness
Research Objectives
Key Attitudes and Behaviour w.r.t QSRs
Key Brand Perceptions of various QSR players
Understanding key triggers and barriers to KFC
To understanding elements of relevant TVCs and TVCs that stand out in consumer memory.
To evaluating two ad reels and gauge which ads stand out and why.
To understand what makes a good QSR TVC and measure client’s brand TVC against that barometer
Approach and Methodology
Male
15-18 years, 18-24 years and 25-30 years
Student, Working Professional & Businessman
SEC – A2/A3/B1
In-Depth Interview
1.5-2 hours
At a central location
SAMPLE SIZE: 16 FGDs & 16 IDIs
MARKET: Ambala, Muzzafarpur, Anand, Nizamabad, Lucknow, Ahmedabad, Vizag & Patna
Target Group
Male
15-18 years, 18-24 years and 25-30 years
Student, Working Professional & Businessman
SEC – A2/A3/B1
Usership
Must be a QSR consumers.
First time consumer of QSR in the last six-nine months at a local (city based).
Must be aware and users of different QSRs in their city.
Core Users of KFC/McDonalds/Domino’s etc – Must be ordering/ dining/ take away from these QSR at least 2-3 times a month.
Mix of Veg & Non-veg consumer.
Must consume social media, TV, YouTube etc.
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