track brand awareness and knowledge among IFAs over a period of time.
Furthermore, to understand the impact of trade press advertising, email comms
and on line banner advertising on IFA brand awareness and knowledge. To ascertain which campaigns and which
messages had the biggest impact on brand awareness.
is a relatively hard to reach audience, particularly when it is imperative that the client is
not revealed up front so that a true reflection of brand awareness can be
obtained. Telephone research was needed to be able to maximise response however
there was also the need to show advertisements to collect prompted ad recall.
Brand trading research based on quarterly dips with a sample of IFAs segmented
by supporters and key targets.
The survey measured key KPIs of awareness, brand knowledge, consideration and recommendation in addition to key brand attributes. In order to test awareness of marketing communications, the IFAs were asked to log onto a secure FTP site during the interview to see the stimulus material and say whether they had seen that particular ad or not.
The research ran for 3 years and provided the client with detailed feedback on brand, brand knowledge, messaging and advertising campaigns.