The Beauty Behind Instant Consumer Feedback

In a recent Instant Community executed for a skin care brand, we recruited, fielded and reported on how key campaign creative resonated with consumers in under a week. The report included in-depth feedback and actionable insights applying Ipsos' campaign effectiveness framework.

BUSINESS CHALLENGE: Our client was launching new campaign creative around a skin care product aimed at young women, and was seeking to understand how a key promotional video resonated with their target audience.

IPSOS SOLUTION: We developed an Instant Community and fielded a survey and discussion for the target audience that coded responses against key dimensions of performance in our campaign effectiveness framework.

KEY LEARNING: Consumer response showed the messaging was clear and extremely relevant to the target audience, but also revealed the need to strengthen brand linkage to the overall messaging for greater brand legitimacy.

PROCESS OVERVIEW

Using a custom recruit, teen girls within our client's target were invited to participate in a 5-minute survey to share their opinions about the video. After viewing the video and answering the survey questions, they were directed to the Instant Community to take part in an open discussion with other participants, and provide additional feedback.

ENGAGEMENT TECHNIQUES

1. DEMONSTRATE VALUE AND IMPACT We applied our community engagement best practices of creating a strong value proposition from the very first communication, and reiterating that the feedback we received would directly impact the brand's decisions about the video.

In this project you will be asked to watch an exclusive video and tell us what you think. Your opinion of the video will help the creators make the video better for you and your peers! You get to impact what others will see when it goes live! How cool is that?

2. BUILD RELATIONSHIPS Additionally, we created a sense of shared purpose and camaraderie in the community discussion, encouraging members to be open, honest and share their feedback on others' ideas.

Be detailed and give your honest feedback. Remember you are getting a chance to shape the final video, before it is seen all over the US by girls like you! There are NO wrong answers, and I am eager to hear your ideas. When you are finished, feel free to comment on other posts and give your feedback to their ideas!

3. RECOGNIZE AND REWARD Finally, we provided respondents with a gift card to thank them for their participation.

And for your help, we will be sending you a $15 Amazon Gift Card.

IMPACT AND LEARNING

As a result, we generated in-depth feedback and strong response rates that were 3x higher than expected, and were able to provide actionable insights to our client to be directly applied to the final edit of the video and to future projects.

RESEARCH METHODOLOGY

Our analysis provided ways to improve the campaign prior to launching, specifically by looking at performance against the following key dimensions in Ipsos' campaign effectiveness framework:

HOW DOES AN INSTANT COMMUNITY WORK?

Multiple sources can be leveraged for recruiting members into an Instant Community. We will work with you to determine the best solution, and will manage the entire recruitment and set-up process from start to finish, utilizing proven best practices for targeted sample, high response rates and depth of feedback.