EXECUTIVE INTERVIEWS

The end client, a top-tier global investment bank, wished to interview several high-level financial professionals to gauge their reactions to a number of print ads for its upcoming ad campaign. The main objective was to understand the brand message conveyed through the ads and whether or not it was resonating with this audience.

Understanding the very rational nature of these particular respondents, our approach involved a number of projective techniques to elicit more emotionally driven responses. By separating the rational and emotional responses we were able to better understand the impact of the client's attempted shift in brand image and subsequent rejection of the shift by respondents.

With these learnings the client was able to make a number of revisions to the print ads and then moved ahead with the launch of the ad campaign.