St Gobain Glass commissioned us to conduct a project on its product, Planitherm.
The broad objective of this project was to develop an understanding of the market’s views on the product, where best to position the product and how best to package the ‘proposition’.
A component of this ongoing project necessitated a process of ad testing.
Concept ads were developed and tested qualitatively with respondents in the North and South of England.
19 depth interviews were conducted, 10 in the South of the country and 9 in the North. Interviews lasted 20-25mins. All respondents had recently purchased double glazing or were considering purchasing new windows soon.
Respondents discussed three series of adverts and were prompted on:
- The ad’s ability to grab attention
- The clarity of ads’ messages
- The differentiating qualities of the ads
- The relevance of the ads’
- The motivating qualities of the ads
We presented St Gobain Glass with clear conclusions and recommendations as to which ad was most effective and which images and language styles to use.