Exploring Reactions to Creative Territories

Challenge

Exploring reactions to creative territories to help a leading QSR brand create compelling and breakthrough advertising that drives consideration and growth.

Our client, a leading QSR brand, sought to identify which of their creative territories most effectively translated their strategic intent into a compelling emotional connection, moving beyond mere functional benefits.

Approach

To uncover people’s perceptions of a set of creative ideas, we moderated 8x, 90 minute, virtual in-depth discussion groups with non-buyers and their core audience, by exploring the following key metrics: message takeaway, relevance, credibility/brand impact, uniqueness, tonality, and format.

Impact

Our topline report provided insight into each territory’s performance against the strategic intent and offered clear and actionable guidelines and guardrails for further concept development.