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
A regional retail chain, working in Tamil Nadu & Karnataka. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A regional retail chain
- Sector
- Advertising
- Team engaged
- Market Research
- Services
- Offline data collection (CATI), Quantitative research
Client challenge
The chain changed its radio jingle after ten years and worried that listeners would no longer connect it to the brand.
Research objectives
- Deliver on the brief: checking whether a new radio jingle is remembered.
- Understand the views, needs and behaviour of radio listeners.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 3 weeks.
Target audience
The work focused on 800 radio listeners.
- radio listeners800
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: Tamil Nadu & Karnataka. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Telephone recall survey
- 3Audio playback test
- 4Insight
We ran telephone interviews in Tamil and Kannada, checking unprompted recall, then played short audio clips to test recognition and brand linkage.
Offline data collection (CATI)Quantitative research
Sampling strategy
- radio listeners
- 800
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
Data collection
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
Data quality & validation
- Live call monitoring and recording review
- Call-back verification
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Recognition of the new jingle was building, but brand linkage was weaker than the old one.
Sonic branding needs time and repetition to take root.
Recommendations
- Build on the core insight: sonic branding needs time and repetition to take root.
- Focus effort where the evidence was strongest: recognition of the new jingle was building, but brand linkage was weaker than the old one.
- Re-measure after the changes to confirm the effect.
Business impact
- The chain added the brand name at the start of every spot during the transition.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: did the campaign lift the brand?