April 9, 2019 · Corporate

Requirement and key objectives: Pre-test an advertising campaign concept with Pfizer’s target market to ascertain perceptions and attitudes towards the campaign and provide recommendations for improvement prior to production

Methodology: Qualitative focus groups with a sample of Pfizer’s target market, testing key elements of the advertising campaign, including story boards animations with a voice-over, scenes and actors. The research also tested the key messages and take-outs from the campaign as well as the perceived benefits of the product.

Outcomes: Recommendations for an improved, market-centric advertising campaign which communicates more effectively the key messages and product benefits, and motivating product purchase.


Note: this study was conducted by MarketScape consultants while being employed by another research firm