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Study Summary

OBJECTIVE 1

Immediate impressions

A few customers find the ad confusing because it is not clear who the target audience is, and the text on the model isn't clear

A few customers mention that the ad is based on an employment program or an employee assistance program, but they do not know what the product is about

OBJECTIVE 2

Ad message

Most customers think that the main message of the ad is to provide insights into the customer within 12 hours.

OBJECTIVE 3

Unclear parts

Half of customers find the ad confusing because they think it is unclear what the product is or how the company is marketed.

OBJECTIVE 4

Interesting parts

Most customers find the concept of Sonar to be interesting because it focuses on the human rather than the customer.

90% of participants found interesting parts in the ad text

OBJECTIVE 5

Likelihood of interacting

Most customers are interested in the ad. Some think it is about sportswear whilst others mention human insights.

70% of participants would interact with the ad

OBJECTIVE 6

Advice for writer (improvement)

A few customers find the ad to be too generic and vague, while others think it should be redesigned to make it more appealing

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