Awareness, Attitudes and Usage (AAU) and Positioning Research
Awareness, Attitude and Usage Research – Weight-loss Products
After launching a new weight loss product, with the help of a media campaign with a heavy focus on infomercials, the manufacturer wanted to know the campaign’s impact on awareness about the product and whether the intended message was reaching their target market.
Relevant Insights deployed an online survey to a representative sample of dieters, who were non-users of the product, to collect data about awareness and purchase intend for the product in question.
The results indicated that the message was not reaching the target audience as expected and that elements of the campaign needed to be reconsidered.
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