IFA Brand and Advertising Tracking

Business objective

To 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.

Our solution

This 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 result

The research ran for 3 years and provided the client with detailed feedback on brand, brand knowledge, messaging and advertising campaigns.

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