See how you can use Liveminds to develop and test an effective strategy for your brand.
The role of online qual
- To understand how brand can influence brand consideration and awareness
How it works
- Recruit people in the market for chocolate
- Ask participants to complete an online diary exercise in which they take a mobile photo of any ads that capture their attention throughout their day.
What you get
- A sense of which brands, communication ideas and media are managing to engage the audience
- Can inform media and creative strategies in order to maximise engagement
Why it Works
- Allows the consumer to set the agenda and effectively define the stimulus based on their lives, rather than having it imposed on them by the client, agency and research team
- Enhances the value of subsequent face to face research, by helping people talk about what they notice, rather than expecting them to be able to remember retrospectively