- 1 - FOCUS GROUP COPY EXPLORA TORY - FINAL REPORT - A. Background And Objectives Two new xxxxxxx print ads -- " xxxxxxx " a nd " xxxxxxx " -- have been developed as potential replacemen ts f or the brand's current campaign in the event of a requirement to modif y certain aspects of the current copy. Qualitative research was conducted to explore the communication and appeal of these two new ads . The overall goals were to obtain informatio n that could be used: • To help f ine - tun e each execution if it doesn't seem i deal in its present form ; and • To help suggest whether either is likely to be an acceptable replacement for the xxxxxxx copy currently in use. B. Method The research took place on xxxxxxx , at a resea rch facility in xxxxxxx , among xxxxxxx who either ar e currently using or are at least moderately interested in u sing xxxxxxx Most of the interviews were one - on - one IDIs ; howev er, due to time constraints, four respondents were interviewed in pairs. Briefly, the procedure was as follows: • After a brief int r oduction and warm - up, we asked respondents about the xxxxxxx they were currently using. → If it was xxxxxxx (which, in most cases, it was), respondents were probed as to which brand they use, how they came to use it, how satisfied they are with it, and w h ether they've ever used any other brand. - 2 - • Respondents were then asked if they had ever heard of xxxxxxx → Th ose aware of the brand were probed as to how they became aware of it and what their perceptions were based on what they had seen or heard. → If they had been exposed to xxxxxxx advertising, they were asked to tell all the things they remembered about it, a nd other copy - related impressions they may have had • Next, respondents were shown a full - color copy of each ad (in a rotated order), and given a black - and - white copy of the text to read 1 When they were done, they were probed for their reactions, includi ng : → How likely they would be (on a 5 - pt. scale) to ask xxxxxxx about xxxxxxx based on the ad; → What their initial thoughts and feelings were a s they were reading the ad; → Whether anything about the ad " stood out" in either a positive or negative way a nd, if so, what; → Perceptions of xxxxxxx ’ s uniqueness in the category; → Whether any aspects of the ad were unclear, bothersome, or of concern; and → W hether or not the ad provide d enough information and, if not, what information was lacking. • Other questions were focused on the xxxxxxx section: → Whether they read it thoroughly or skimmed it; → If they skimmed it, what parts they glossed over ; → Whether a n d, if so, what they may have found surprising or a cause of concern; and → What, if anything, they rememb ered about the type of person who, according to the ad, should not xxxxxxx 1 Respondents were given a black - and - white copy of the text to read in order to ensure that they would read the entir e ad, including the fair balance. - 3 - • Finally, we probed respondents for their reactions to some other copy ide a s: → That xxxxxxx is used by over 3 million xxxxxxx ; → That xxxxxxx may xxxxxxx ; and → How they would feel if the statement, " xxxxxxx " were followed by the sentence " xxxxxxx ." Copies of the text from the two ne w ads are appended, along with the Discussio n Guide and Recruitment Screener. As is the case with all qualitative research, findings should be considered indicative rather than conclusive because of the small number of respondents upon which they are base d. - 4 - C. Key Findings From a strategic poi n t of view, " xxxxxxx " and " xxxxxxx " share several notable strengths, and one potential limitation. • Both are highly relevant and both prom ote positive impressions of the xxxxxxx user and its manufactu rer. → The xxxxxxx idea resonated with many of the xxxx x xx we interview ed → The metaphor between xxxxxxx and xxxxxxx was very often appreciated as being "clever," "catchy," "witty," and fitting. → Several also appreciated the tone of the ads as being "down - to - earth , ” and felt th at th e ads were speaking direct l y to them. → Both executions seemed to convey a positive image of the xxxxxxx user as educated and discernin g, and as someone who "doesn't settle. " ✓ " xxxxxxx " was p articularly good in this regard , as many felt that its headline portrayed xxxxxxx as being x xxxxxx and xxxxxxx → T he tag line, " xxxxxxx " , was often interpreted as being a p ositively motivating / empowering message from the product's manufacturer ✓ "It means that good enough is not (or should not be) good enough " ✓ " They 're telling you, ' You're the best ' ." ✓ " It's saying that you should stop short - changing yourself." - 5 - • In spite of its relevance, however, the xxxxxxx metaphor may have the potential to be perceived as inappropriate or restrictive → Several respondents took exception to the ads' refere n ce to " xxxxxxx " in the context of a xxxxxxx , largely because they felt that xxxxxxx ✓ "It's a xxxxxxx thing . Why bring xxxxxxx into it?" ✓ "What's xxxxxxx got to do with it?" ✓ "You should do it for yourself, not for xxxxxxx ." → S ome of those who xxxxxxx no t ed that the a ds do not really address this type of user. ✓ For the most part, xxxxxxx could still appreciate the xxxxxxx parallels, and tended not to feel alienated by the ads. ✓ Nonetheless, in consideration of one respondent's suggestion of replacing x x xxxxx with xxxxxxx , it might be possible to achieve the same objectives through a substitution of metaphors. o In addition to being more inclusive, this new approach might also reinforce the " xxxxxxx " feeling that is already evoked by the ads o M oreover, i t may have value over - and - above that of the current strategy in terms of promoting a sense of trust, expert ise , solidarity, and understanding between the makers of xxxxxxx and the product's audience - 6 - Executionally, " xxxxxxx " and (especially) " xxxxxxx " w e re appreciated for their respect ive headlines. • " xxxxxxx " was said to be "catchy," to "draw you in," and to make you want to read the rest of the ad. It also conjured up feelings of "security," and generated a host of favorable impressions about xxxxxxx , its users, and the company that makes it. → "It's, like, xxxxxxx ." → "It's different... a good, new xxxxxxx ." → "It's meant for you. It's not just different." → "It looks like a xxxxxxx that's foc used on the xxxxxxx " → "It's like they're out to help with xxxxx x x ." → "It's the xxxxxxx that cares for you." • " xxxxxxx " was appreciated for its perceived focus on xxxxxxx , and the idea that xxxxxxx . It also did a great job of conveying the idea that xxxxxxx is different from other xxxxxxx ✓ "You should take the time to find out [about xxxxxxx ]... explore." ✓ "You shouldn't settle." ✓ "It's different. It suits you better." ✓ "The ma in idea is that you should xxxxxxx because it's different." - 7 - However, on a relative basis, " xxxxxxx " is clearly the weaker of the two executions b ecause (1) it may promote incorrect impressions of what ma kes xxxxxxx u nique; (2) it may leave some feeli ng unsure about what xxxxxxx ’ s point - of - difference actually is ; and (3) it seems likely to fall short in its ability to generate a high level of inter e st in the product. • After reading " xxxxxxx ," many had the erroneous impression that xxxxxxx ’ s key p oint - of - d ifference is its potential to xxxxxxx → Some just seemed to assume that this would be beneficial, and expressed interest in asking xxxxxxx abou t xxxxxxx specifically because of this perceived benefi t. ✓ "It sounds healthy for you." ✓ "It's got xxxxxxx in it." ✓ " [I'd be interested in asking xxxxxxx about xxxxxxx ] because of the xxxxxxx ." → Others were not quite sure what xxxxxxx might do for them, a n d in some cases, this is what kept them from expressing "definite" interest. ✓ "I'm not sure what's good about xxxxxxx ." ✓ "Do I need xxxxxxx ? I don't know why xxxxxxx is good. " • T hose who were not mistaken about the product's xxxxxxx – those who correctly identified xxxxxxx ’ s point - of - difference as xxxxxxx – were not particularly moved . In fact, after having had their interest piqued by the " xxxxxxx ." subhead and failing to find a meaningful end - benefit related to th is aspect of the product, some seemed a bit bothered by the lack of clarity on this issue → "It's different, but how?" → "'Different' doesn't necessarily mean 'bett er'." → "I don't want to xxxxxxx just because it's different. - 8 - • Perhaps most importantly, however, w hen probed as to how likely th e y would be to ask xxxxxxx about xxxxxxx based on having read " xxxxxxx ," nine xxxxxxx said they "probably would," but only one said "definitely." → In contrast , after reading " xxxxxxx ," eight said they "probably would" ask xxxxxxx about xxxxxxx , and seven s a id they "definitely would." These apparent shortcomings seem likely to stem from the way in which key messages are organized in the body copy of this ad – that is, with the product's potential to xxxxxxx in the first sentence and immediately following t h e (enticing) " xxxxxxx " subhead • When comparing the two ads , many felt that " xxxxxxx " is "more in order" or "flows better," and that " xxxxxxx " seem s li ke "a hodgepodge of ideas " Further probing revealed that this perception was related to the sequence o f positive and negative ideas as presented in the ad → In " xxxxxxx ," the perception often was that it starts out positive, gets negative when it t alks about xxxxxxx , turns positive again with the mention of xxxxxxx ’ s benefits, and finishes (with the xxxxx x x information) in the negative. → In " xxxxxxx ," all the positives are in the forefront. • Notably, it w as not s o much th at respondents became skittish about xxxxxxx when they read about xxxxxxx in the second sentence of " xxxxxxx " – it was more that what was being said just di d not f it with their expectations (and/or desire) to read about what xxxxxxx has to offer before seeing any qualifications. → "Right away it talks negative." → "I'd rather read the positives first, and have the negatives near the end, in s m all print." → "Isn't that the way it usually is? They give you the pros first and then the cons." Ac cordingly, it seems likely that this expectation is what caused some to see xxxxxxx ’ s potential to xxxxxxx as being one of the product's main benefits and / or the feature that sets it apart from other xxxxxxx - 9 - Some other things we le arned about various aspects of the copy (or other copy being considered) were illuminating , as well • Most did not realize that there are as many as 40 different xxxxxxx from w h ich to choose. Nonetheless, this particular piece of information did not seem to have any added value, as it did not seem to support or reinforce any of the copy's intended messages. • In contrast, when probed for their reactions to the idea that xxxxxxx i s currently being used by over 3 million xxxxxxx , virtually everyone indi cated that this information was personally important. → "Wow! I'm impressed." → "It means that you can trust that you'll have no problems with it, even though it's new." → "It says that it's worth a try." → "It's good to know. I want to know that others have been taking it." → "It tells you that others have tried it and have stuck with it." • Most were not in favor of adding the sentence, " xxxxxxx " after the statement about xxxxxxx . Inter e stingly, many felt uncomfortable about the idea because they felt it was unkind, exclusionary , and /or just unnecessary. → "It sounds rude." → "It eliminates people." → "It makes me feel bad for xxxxxxx . It's like say ing, if you're xxxxxxx , don't worry about those losers." → "It states the obvious ” - 10 - • The idea that “ xxxxxxx may xxxxxxx " tended to be perceived as a meaningful (an d motivating) product benefit – it often suggested that xxxxxxx might xxxxxxx and xxxxxxx and, importantly, that xxxxxxx was differen t from other xxxxxxx as a result. → "It’s a positive xxxxxxx ." → "Who wan ts xxxxxxx ?" → "I don't think any other xxxxxxx says that." → "It might make me more interested [in asking xxxxxxx about xxxxxxx ]." • Neither " xxxxxxx " nor " xxxxxxx " led respondents to think that xxxxxxx is associated with xxxxxxx more than other brands. → A few expressed some degree of concern related to xxxxxxx and the potential for xxxxxxx → However, in all but a single case, this did not appear to compromise interest in the product – most said they would simply ask xxxxxxx about it. • When probed as to how closely they read the xxxxxxx , most admitted having skimmed it , especially the part that xxxxxxx , and the portion that talks about xxxxxxx → In the former case, it was not read close l y largely because, except for xxxxxxx , xxxxxxx , xxxxxxx , and xxxxxxx , respondents were unfamiliar with (or couldn't read) many of the xxxxxxx listed. In the latter case , it was primarily because they were already aware of this xxxxxxx ✓ In any event, the fact that most skimmed the xxxxxxx suggests that comprehension errors are not unlikely. (Indeed, one xxxxxxx thought that xxxxxxx .) ✓ Accordingly, it will be important to present the xxxxxxx information in as clear and succinct a manner as possible. - 11 - • The r e was some confusion as to what the phrase, " xxxxxxx " refers to in the second sentence of the " xxxxxxx " body copy → Some correctly thought it meant that xxxxxxx → However, some interpreted it to mean that xxxxxxx • And finally, awareness of xxxxxxx seems t o be building, with ad recall seemingly strong, and users' opinions favorable. → Several of the xxxxxxx who participated in the research recalled seeing a xxxxxxx print ad in xxxxxxx ✓ Almost all of thes e recalled (and liked) the aesthetic aspects of the a d – the purple coloring, the black - and - white photo of a couple, and the cursive lettering. ✓ There were also a few who remembered the premise of the ads (e.g., xxxxxxx ) , and found these to be interesting as well. → Some said xxxxxxx had told them about xxxxx x x – that it is a new xxxxxxx , and that feedback had thus far been quite positive. → Several others had h eard about xxxxxxx from a friend and/or had at least one friend who was currently xxxxxxx . They, too, reported hearing that experiences had been good. - 12 - D. Conclusions And Recommendations Based on respondent's reactions to " xxxxxxx ," this new ad appears likely to be an acceptable replacement for the current campaign. Although no changes to the ad seem necessary, findings do suggest that there may b e ways to further enhance its effectiveness. • Remove the information about xxxxxxx , since it does not seem to play an active role in conveying the key message that xxxxxxx • Do not include the " xxxxxxx " sentence, as it appears to add no thing particularl y positive, and may be perceived as having a negative tone. • Do a dd the statement about xxxxxxx being used by 3 million xxxxxxx • If possible, also consider incorporating the information about xxxxxxx ’ s potential to xxxxxxx ; and • Condense/simplify the xxx x xxx , especially with regard to xxxxxxx • One other suggestion the b rand may want to consider would be to divide the body copy into separate paragra phs in an effort to encourage target consumers to read through the entire ad. A revised version of " xxxxxxx " that incorporate s these suggestions is appended Although " xxxxxxx " appears to be highly effective in conveying the idea that xxxxxxx is unique, and was appreciated for its xxxxxxx - premise, other findings suggest that " xxxxxxx " is not a c ceptable in its present form as a potential replacement for the current campaign. • Its most serious shortcoming a ppears to be that the body copy does not deliver to consumers' expectations based on the headline and subhead, and runs counter to their perceptions of how ad v ertising (in general) typically proceeds → W hile the headline and subhead work well to convey the idea that xxxxxxx is di fferent , the ideas that follow do not seem to provide consumers with a clear sense of what xxxxxxx ’ s point - of - difference actually is → Perhaps even worse, there may be a tendency for some to attempt to resolve this confusion by assuming (incorrectly) that xxxxxxx is what makes it different ( though they may not be sure whether this makes it better , as well ). → In any case, this lack o f clarity or closure in regard to xxxxxxx ’ s point - of - difference seems likely to be a key factor responsible for limiting the copy's overall persuasiveness. • Accordingly, if " xxxxxxx " is to be retained for possible future use, it will be necessary to mak e sure that this important aspect of the ad is clarified Since t he present learning strongly suggests that xxxxxxx ’ s potential to xxxxxxx is a motiva ting point - of - d ifferen ce, it seem s desirable to try to leverage this benefit in the context of this execut i on A revised version that il lustrates one way in which this might be accomplished is appended → Please note that t his revision also includes the suggestions that were incorporated into the original version of " xxxxxxx " → I t is also differe nt from the o riginal in that it does not include xxxxxxx ✓ This copy seems to work very well in the context of " xxxxxxx " which is predicated on the notion of xxxxxxx ✓ However, in the context of " xxxxxxx ," which is more focused on the idea of xxxxxxx , it seems somewha t less applicable, or at least not integral to what this ad is intended to communicate.