Consumer Applications

Commercial Analytics

JENNY CRAIG

The analysis explores several commercials and the viability of each commercial with their target audience and the order in which the ad was most succesfule.  The survey was created and assessed several different categories including: attention, interpretation and retention, persuasion and question level.  Cross tab analysis was used to give a first position effect by question category.    

Survey Creation and Analysis

cOLEMAN-target PRODUCT PLACEMENT

The following survey was intended to:

• Compile primary and secondary research for analysis and application. 
• Identify the responsiveness of consumers who shop for Coleman products in Target and their needs for outdoor products.
• Develop a marketing strategy with Coleman that can help them expand their product into a more everyday item. 

The the survey was administered to consumers outside of big sporting good stores or retail stores (i.e. Target). The sample size of the survey is N=21, but the survey will continue until the last week of data collection. The target sample size is N=50, in order to get an accurate representation of the results to answer our key questions. The respondents are required to take the survey using a Qualtrics link that the researchers will provide. When reaching the consumers outside of the stores, the researchers will have a website-accessible device to hand to the consumers as they leave or enter the stores. The Qualtrics website will provide a data set of all the surveys so that we may use to analyze after the data collection phase is complete. 

Analyzing the sample size of N=21 is what we accomplished by using the program SPSS Statistics. 

• The majority of our respondents are 18 and over (93%).
• The responses were primarily female (Male 36% and Female 64%).
• The respondents have generally never been married (97%)
• The breakdown of respondents ethnicity is White (7%), Black (50%), Asian (7%), and Other (36%) which consists of Latino, Indian and Mixed Race.  
• The majority of respondents partake in activities more than 12 times a year (43%) 
• The rank in order for outdoor recreational activities is Hiking, Street Running, Outdoor Cooking, Lawn/Outdoor Games, Camping, Climbing, Snow/Skiing Boarding, Fishing, Climbing, Trail Running, Kayaking, Snorkeling/Scuba Diving, Road Biking, Stand Up Paddle Boarding,  Canoeing and Biking.
• The majority of respondents feel prepared for the outdoor activities they plan on participating in (77%)
• Target is not the preferred retailer for outdoor activities, 31% have never shopped at Target for their outdoor needs, 23% have rarely shopped at Target, 38% sometimes shop at Target and only 8% always shopping at Target.  
• One of the preferred retailers is Walmart to meet the consumer's outdoor needs.
• 54% of the consumers were not aware of the Coleman brand
• With the majority of respondents not owning any Coleman products (62%) 
• The Coleman products that have been purchased were :camping tents, sleeping bags, gas lamps, fuel tank, stoves.
• The majority of shoppers purchase their products in person (92%), and the remaining shopper buy products online (8%).
• The expectation of the products in the outdoor recreation isle are: safety, seasonal equipment, clothing, shoes, gear and other related equipment