Communication ยท Ad and campaign evaluation
Evaluating a New TVC Concept with Betsson Group
5
focus groups
4 days
fieldwork
Peru
market
The challenge
Determining the value of creative investment in Peru
Betsson developed a new television commercial concept for the Peruvian market that was a significant departure from their usual style.
Before investing in full production and airtime, they needed to evaluate consumer sentiment and brand perception to determine whether the investment was worthwhile for this market.
Project context
- Industry Gaming, entertainment
- Solution Ad and campaign evaluation
- Market Peru
- Format Live focus groups
- Methods Native moderation, simultaneous translation
The approach
Real-time focus groups using our live chat tool
We ran five two-hour online focus groups over the course of four days.
Native moderation
Each group was moderated by a local Peruvian researcher who used qualitative techniques to maintain engagement and capture cultural nuances.
Simultaneous translation
A native simultaneous translator provided real-time translations, allowing the wider global research team to follow the conversation and analyse responses efficiently.
Stimulus evaluation
We showed participants a range of pre-recorded stimuli to gather an accurate read on their interpretations of both current and proposed commercials.
The result
Fast-tracked decision-making
The sessions gave Betsson a clear, fast read on how the new concept landed, identifying the creative's strengths and risks and ensuring they could refine the ad before committing to high-stakes production.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.