From time to time all that is required is a simple reality check. A quick and cost effective study to demonstrate to senior stakeholders that many consumers do not have the love and affection towards a product or service in the same way they do!
On this occasion, we were tasked to evaluate the messaging of a proposed new insurance policy. Did the consumer notice the differences from the competition, did they understand the benefits etc.
Of course, in the real world, many consumers pay little attention to the detail. This was borne out in the small number of interviews we conducted where we filmed people opening the DM material and captured responses and reaction.
Needless to say, a 2 minute video edit of ten respondents told the client everything they needed to know!