Hypnosis Focus Groups Wins ARF's 2012 David Ogilvy Award
Hypnosis Focus Groupswon this award for its work with Venables Bell Advertising Agency and its client Audi. The annual Advertising Research Foundation's David Ogilvy Awards honors extraordinary and creative use of research in the development of successful advertising campaigns. The winners provide an exemplary understanding of how research can be used to create powerful, profitable campaigns.
From the ARF Award case study:
"Getting beneath the surface
In order to get insight into the deep commitment of the BMW 5 Series and Mercedes E-Class [owners] and to understand what it was that made these two vehicles the prestige leaders in the segment, we needed to find a research approach that got beyond surface reasons. To do this we employed hypnosis focus groups - this let us get into the respondent’s subconscious and get to their true reasons for making decisions."
Click on the link below to read the full case study:
