Accountancy firm selects successful new ad campaign

A top-tier accountancy firm needed professional services market research to test which ad campaign would most resonate with its target audience

The Challenge

A choice between three ad campaign concepts

The accountancy firm’s ad agency developed three concepts for advertising campaigns. However, it was not immediately clear which ad campaign would resonate the most with the target market. It needed a B2B market research agency to conduct concept testing of the messaging to give the accountancy firm confidence that it would see a return on its investment.

Our Approach

Qualitative interviews to test the ads with decision makers

Werk Insight, a B2B market research company, collaborated with the accountancy firm’s branding agency to test the ad campaigns with the target audience.

First, we refined the brand campaigns for an objective market assessment by removing bias. For instance, randomizing the order of ads shown, nuanced mixing of unaided and aided feedback, and close collaboration with the client’s creative team to make the stimulus suited for research, without letting the layout influence the message test.

Then, we conducted 400 video interviews with decision makers in the target market that solicited feedback on the ad campaigns. We asked them how they felt about each of the ad campaigns and probed why. For these interviews, we custom-recruited prospective and existing customers across key verticals, such as private equity, biotechnology and government.

The ad campaigns underwent a sequential monadic assessment to understand their appeal, clarity, differentiation and other key criteria.

The Insight

One clear winner for the ad campaign

Our data analysis of preference by vertical led to us recommend proceeding with one ad campaign. Our client chose the recommended ad campaign to spearhead their rebrand.