Case Study: Communications Development

Audience and Methodology: 1200 Face-to-Face interviews of married couples aged 18-39 years old across 9 cities in India.

Background and Objectives: Which communications route best describes our contraceptive in the most motivating way?

Our client had developed a number of different communication concepts and they wished to understand which delivered the greatest understanding of the product and its technical attributes and which was most motivating to the target market. Results would be used to assist the program team in developing campaign creative.

Insights:

The most motivating elements of the concepts were identified
The research also highlighted areas of misunderstanding and miscommunication
Differences were seen between highly media penetrated cities and less highly media penetrated cities

Case Study: Communications Development

Audience and Methodology: 1200 Face-to-Face interviews of married couples aged 18-39 years old across 9 cities in India.

Output Examples: