A market research firm approached us with a print advertising campaign for a major food brand which had been created for its biscuit product. The ad featured several descriptions of the product and its use, but only one photo: the biscuit itself.
In view of the fact the product was not associated with any specific recipe or daily meal, consumer response was problematic. Those surveyed responded that they had a hard time relating to the product and that they felt no urge to make a purchase. Survey questions also asked consumers how they would use the product, where they would serve it and, if they could, what persona the product brought to mind. Survey analysis proved beneficial to the client, who then was able to discern whether or not the print ad campaign was a) targeting the appropriate group and b) conveying the correct message.
Nearly 90% of those consumers surveyed noted the product’s convenient use and ease in preparation. Consumers also pointed out the versatility of the product, noting that it could be prepared and served at any time and for any meal.
The consumer personification of the product indicated that it placed well into the “family friendly” genre. Nearly 80% of those surveyed identified the product with such a family member as grandmother or parent. The product’s persona was defined as dependable, also indicating that it was user-friendly and reliable in quality time and again.
One of the world’s leading ice cream manufacturers sought to gauge overall perception of their brand as well as test several television ad campaign concepts across several international markets. Localspeak was hired to perform in-language coding for demographics in the UK, France, Japan, Shanghai and Singapore.
After viewing the ads participants were asked to elaborate on their reactions and feelings toward the test media and the brand itself. They were also asked to imagine what kind of person would use their product, and in what type of setting. English codeframes were created and synched across all markets. Thus, from the coded data the client was able to identify perceived demographic strengths and weaknesses, and address them in each individual market.
Some respondents were shown market-specific ads and Localspeak was able to provide culturally nuanced coding given the cultural knowledge and backgrounds of its’ coders and translators.
In the Japanese study, a set of ads were made specifically targeted at the Japanese market. One included a Japanese woman celebrity enjoying ice cream at home, performing yoga while waiting for the ice cream to melt. Overall respondents reacted positively to this ad, being able to identify the celebrity, and the elements of excitement, anticipation, and relaxation held resonance. They saw the high quality and ingredients as part of the product’s appeal. Yoga itself was a dividing factor; with some viewing it as too high class and others seeing it as too long to wait. In another ad, a woman relaxes with her dog while eating ice cream. Respondents cited ideas of luxury, indulgence and relaxation, perceiving the brand to be a premium ice cream. However, at the end of the commercial the woman rested her feet on top of her dog, as if it were an Ottoman, and some responded negatively to this, citing it as being dirty, or cruel to the dog, or negatively impacting their desire to buy the product.
In a Chinese market specific study, an ad was created in which a couple entered an elevator and proceeded to engage romantically. The woman then presses the button to all the floors and produces ice cream from her bag. They share the ice cream as the elevator makes its’ way slowly up. Some Chinese respondents saw this as too sexually suggestive, or inconsiderate to others, or a waste of energy resources.
In each market study Localspeak created codes geared toward these market-specific sets of test media. In addition to coding, translations of certain verbatims illustrating the overall trends were also furbished. Localspeak thus provided the client with the inherent advantages of in-language coding as well as the added benefit of knowledge of cultural sensibilities.
Localspeak was hired by one of the world’s leading jeans brands to perform an in-language coding study of the new print advertising concept targeting younger women. The print ad, featuring minimal copy and a single photographic shot of a young female model in jeans seated on a stool, was running across multiple language markets. However, the creative nuance of the photographer was seemingly “problematic” in the Belgium and Sweden markets.
Belgian audiences considered the female model seated with her legs-apart as provocative and “vulgar,” while Swedish audiences perceived her as being too young, too skinny, or too beautiful.
We delivered coded top line findings in advance of fields closing and provided top line findings in translation using the Ascribe coding tool. We developed English language code frames —synched across all three markets — with detailed netting reflecting emotional responses to the print ad and reactions to the representational elements of the media being tested.
As a result, the client successfully benefitted from the advantages inherent in our coding in-language and then coding the English
translations, as opposed to coding the English translations of the open-end responses.
Dependent on the language, we calculated that the client’s bottom line could be reduced by 40-60% direct costs and protracted coding timelines were significantly reduced.
At no additional cost as required, we also provided the translation of a rich 10% sample of each OE.
Significant cultural nuance and tone captured by reading and coding the responses in-language provided enhance the netting of thought and feelings responses.