20-Second Case Studies
Canon USA
Canon wanted to know if their print ads were connecting with moms who celebrate and share family memories with digital photos. They tested campaign concepts with their panel of female heads-of-household for believability, relevance and purchase impact.
Because panel research results come back so quickly, Canon knew in six days that female heads-of-households between 25 and 35 who live in the Western US and have children under 10 were most likely to react positively to their brand and campaign. The feedback also taught Canon how to improve the response with other demographic groups.
