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Skin Deep: Testing Medicated Soap Animatics for Believability and Impact
Research Objectives
To evaluate a new animatic film for client’s medicated soap, to see if they are relatable for the identified target audience, and if they motivate intent to purchase.
Assess for improvements of animatic based on: Storyline establishment and cut through, Comprehension, Likeability and relevance, Purchase intent, Brand and user Imagery, celebrity fitment, Believability and key area of improvement.
Approach and Methodology
Focus Group Discussion
8 Respondents
1.5 Hours
At a central location
Sample Size: 6 FGDs
Market: Varanasi & Vijayawada
Target Group
Male & Female (75:25)
20 – 40 years
Single, Married with/out kid
Student, Working, Housewife, Business
NCCS – A/B
Usership
Who have suffered from skin infections within last 6 months.
User of Dettol Intense Cool, Cinthol Cool, Savlon Hexa Cool, Medimix Nature Cool Soap & Tetmosol.
Must be using these brand soap for more than 6 months.
Must be the main decision makers for the category.
Must be using these brand soap at least 2-3 time a month.
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