GIM selected a single platformed study comprised of 32 one-and-half hour in-depth interviews. For each storyboard, 16 female householders between 20 and 60 (core target group) were interviewed in detail. The sample group was made up of users of the client’s own brand and users of the competition brand. GIM investigated a variety of themes.

Then GIM undertook qualitative testing of brand perception. In order to do this, we used Value Visuals, our unique qualitative evaluating tool which compares the consumer’s environment to the brand’s environment based on perceived and visualized values. This was tested before and after exposure to the storyboards.

Using this before-and-after approach, the effect of the storyboard on the subject’s brand perception was easily explored (Brand Shift).

At the same time, GIM experts were investigating comprehension and spontaneous reaction to the storyboards, as well as the storyboard’s reception trends. Particular emphasis was placed on the qualitative recognition of the brand message, as well as the potential for inspiring action (to buy), communicated by the storyboards. The program was completed with an in-depth detailed evaluation of the storyboards on its key areas. Parameters like product message, plausibility, brand fit and personal relevance were considered particularly important, as well as the qualitative evaluation of the commercials components, e.g. protagonists, claims, packaging and the setting.