Illustrative engagement. A representative scenario showing how we approach this kind of work in advertising. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping advertising
Agencies and advertisers need to know whether campaigns will work before launch and whether they worked afterwards, across TV, digital and outdoor.
- Pre-testing reduces the risk of costly campaigns
- Brand lift is measured across channels
- Audiences are fragmented across platforms
Client background
An independent advertising agency, working in India, Singapore & UAE. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An independent advertising agency
- Sector
- Advertising
- Team engaged
- Market Research
- Services
- Qualitative research, Research consultancy
Client challenge
The agency had lost two long-standing accounts without warning and wanted an honest view from clients that staff could not get directly.
Research objectives
- Deliver on the brief: listening to clients of a full-service ad agency.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 5 weeks.
Target audience
Scope: 24 client interviews.
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: India, Singapore & UAE. Markets: India and United Arab Emirates.
- India
- United Arab Emirates
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2In-depth client interviews
- 3Insight
We interviewed marketing heads at current and former clients in confidence, covering strategy, creativity, servicing, value and the moments that built or eroded trust.
Qualitative researchResearch consultancy
Sampling strategy
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- client interviews
- 24
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Clients valued the creative work but felt senior attention faded after the pitch.
Clients rarely leave over one campaign; they leave over the relationship.
Recommendations
- Build on the core insight: clients rarely leave over one campaign; they leave over the relationship.
- Focus effort where the evidence was strongest: clients valued the creative work but felt senior attention faded after the pitch.
- Re-measure after the changes to confirm the effect.
Business impact
- The agency introduced quarterly leadership reviews with every account.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: where is the audience?