Outlined below is a sample of the type of assignments we undertake. We are always curious to find the answers for your business, so if you would like to share your brief please contact us.
Advertising pre-testing and optimization
The Client: A major international producer of fast moving consumer products.
The Brief: Implement a research process that would provide valid predictions of in-market performance for television advertising; provide greater diagnostic insight than that generated by internal research.
Our Solution: Using our database of results from previous ad tests to diagnose "reasonable” action standards, we identified minimum performance targets for the criteria Attention, Branding and Motivation. Now, each time the client produces a new campaign we are given an animatic film to test. We report back on the success of the campaign in terms of our key performance criteria, and provide specific editing suggestions which are then work-shopped. For more information about Ameritest click here.
Advertising tracking
The Client: A major direct marketing company
The Brief: Design a system to track the effectiveness of print advertising campaigns.
Our Solution: Carter Associates designed a research program based on a published ARF print advertising response model. The data is collected year-round via the Internet. Research findings for each campaign are reviewed in light of the desired marketing objectives and meta-analysis is carried out periodically.
Customer satisfaction tracking
The Client: A major chamber of commerce in Japan.
The Brief: To design and implement a feedback system for speaker program events in order to facilitate an improvement in overall quality and member satisfaction.
Our Solution: Carter Associates implemented a 2 minute on-line survey, the invitation for which is sent to members the same day they attend the event. In this way, feedback is fresh and response rates are routinely between 20-40%. Reports are provided within days and learning workshops based on the results are provided at regular intervals.
Customer relationship insights
The Client: A major theme park in Japan.
The Brief: Mine existing customer satisfaction tracking data (collected by Carter Associates) to provide insights on customer retention.
Our Solution: In conjunction with an external consultant Carter Associates produced a sophisticated model that highlighted which key messages to emphasize to the general public in advertising, which we then test using our proprietary advertising test, Ameritest. In addition our research also brought out key points that needed to be emphasized in the face to face customer experience.
Market understanding
The Client: A leading international market research agency.
The Brief: Furnish contextual input on Japanese consumer characteristics so that our client could, in turn, make realistic marketing recommendations to their own client ― a major consumer goods manufacturer wishing to expand their business in Japan.
Our Solution: Carter Associates prepared an insights presentation on how to adapt brands for success in Japan, which was presented to the end client's regional planning team. Real market experiences were employed to highlight general principles and identify particular strategies for adaptation.