Case Study #4 :         Commercial HVAC - Application Development 
 Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Commercial HVAC Systems
Research Topic
  
Research Need
Explore concepts for TV advertising campaign – theme and potential executions
Research Process
Focus Groups
  • Phase 1: Showed and discussed variety of competitive TV ads
  • Phase 2: Tested storyboards for new potential ad campaign with alternative executions
Results
  • Consumers like seeing the threat of a home prowler.
  • Consumers dislike the panic of a mother and child.
  • Consumers like the prowler fleeing as the security alarm sounds.
  • Consumers dislike home monitoring office dispatching police to the address of the home.

The client developed concepts and (storyboard) executions of new campaign to increase awareness of the threat, but showed non-threatening solutions.
Links to Related Case Studies

Consumer - Advertising Development
Consumer Focus Groups