//////////
Brand Driver conducts UK's first publicly available mobile brand study for the IAB & Kit Kat
A pioneering research study conducted by Brand Driver on behalf of the Internet Advertising Bureau - the trade body for digital marketing - and in conjunction with Kit Kat has found that effective mobile display advertising can impact positively on brand awareness and recognition.
The UK's first publicly available mobile brand study to cover ad effectiveness across a range of mobile internet sites used data collected from a representative sample of 600 mobile internet users.
Using a bespoke methodology designed by Brand Driver that mixes online and an innovative SMS research approach, respondents were exposed to mobile banner ads for FMCG brand Kit Kat across four major mobile sites and completed a 10 minute online questionnaire both pre and post ad exposure to measure uplift in brand awareness and other key image diagnostics.
The results of the study have formed the basis for a new set of IAB guidelines, designed to increase the effectiveness of mobile ad campaigns and the methodological approach devised by Brand Driver will be used as a blue-print for the IAB in any future research in this area.
Go to (http://www.iabuk.net/en/1/
mobiledisplayadvertisingraisesawarenessandrecognition010709.mxs.)
For more information on the IAB study or Brand Driver's mobile advertising research approach please contact Karen Wise at karen@branddriver.co.uk, or William Reeve at william@branddriver.co.uk
//////////
Brand Driver has been working with one of the world's most recognised television brands in connection with a high profile channel rebranding. Our research supported the relaunch and helped define the channel's position in the increasingly crowded and fragmented TV landscape.
//////////
Brand Driver continues its relationship with the major Hollywood studios and is supporting the launch of some of the biggest blockbuster titles for 2009/2010 worldwide. Our research informs the development of marketing communications, level of marketing spend, predicted sales forecasts and optimized DVD sales and revenue.
For more information, contact Karen Wise (karen@branddriver.co.uk)
//////////
Brand Driver conducted over 500 focus groups in 17 countries in '08
Brand Driver's Qualitative Department had a busy year in 2008 conducting 522 focus groups in 17 countries. In the four months from June through September alone, we conducted 204 focus groups.
Our reach now extends to six continents with increasing focus on emerging markets such as Russia and India as well as numerous projects in culturally complex markets like Japan.
The qualitative team have also been busy creating proprietary BD Insights along with some updated BD Research Tools to broaden our capabilities and make what we do exciting for our respondents, our clients (and ourselves!) and ultimately, help our research be the best it can be. Please call or e-mail Alex Hodge (
alex@branddriver.co.uk) for further information on these.
//////////
Brand Driver's proprietary Entertainment Spend Pattern (ESP) Research available nowEveryone is talking about the economy. So we thought it was a good time to conduct some research of our own looking at how the current economic situation is likely to affect consumers' entertainment choices to help our understanding of the market and the challenges our clients are/will be facing.
We spoke to 22-40 year old men and women in focus groups conducted at our offices in Central London - including doctors, charity workers, venture capitalists, PR pros, journalists and money brokers. Talking to people in a wide range of industries was important as the industry you work in often defines your economic outlook which in turn affects entertainment choices and spend.
We talked about TV, cinema, DVDs, internet, sport/exercise, beauty, charity and socialising looking at how their choices will/might change over the coming months. We also explored what consumers want from entertainment companies and the tone and content of communication most likely to be appreciated during these challenging economic times.
We intend to share the findings of this research with our clients over the coming months. If you would like to find out more about this study, please call or e-mail Alex Hodge (
alex@branddriver.co.uk).
//////////
We have been working with FD Consumer Dynamics to produce a series of vodcasts called "Word on the Street", which cover the big issues affecting people today. The first vodcast in the series interviews people on the street about the cost of living today... and not surprisingly, everyone is feeling the pinch! You can watch the vodcast by clicking on the link below:
www.fdconsumerdynamics.com/gallery/podcasts
//////////
Brand Driver launches its Brand E-Motion Tracker, its intuitive quant-qual brand monitoring application. After much success with tracking brand equity, we have evolved our approach to measure the emotional attachment to a brand and the things that matter to your customers.
//////////
Brand Driver surveys support new UK government legislation on gaming
In 2008 Brand Driver worked closely with BACTA (the gaming trade organisation) to support its members and help to re-invigorate a declining market.
BACTA commissioned us to undertake a series of large sample surveys to examine attitudes towards a range of stakes and prizes within gaming environments. A programme of interviewing was conducted from July 2008 to October 2008 including:
- Face-to-face interviews amongst patrons of adult gaming centres, family entertainment centres and pubs
- One to one depth interviews, amongst customers and employees of venues
Our analysis and insight presented to the Department for Culture, Media and Sport in the UK, helped to inform government decisions on the appropriate way forward for gaming in seaside arcades and pubs, and consequently helped set the new legislation.
//////////
