The Brady Campaign, the Ad Council, and Droga5 partnered with Instapanel to test gun owners reactions to an in-development script before moving to production & filming on their "End Family Fire" campaign.
By testing the animated storyboards, Instapanel helped Droga5 strike the right tone to reach gun owners in a way that changes gun storage behavior rather than being rejected out of hand as anti-gun.
How can a PSA reach gun owners and persuade them to safely store their firearms?Explore More
Social Causes & Brands
The Advertising Research Foundation’s Cultural Effectiveness Council partnered with Instapanel to explore multicultural millennials’ perceptions of brands that support various social causes.
Through a series of ethnographic questions and creative testing, Instapanel found that panelists prefer brands that care about social causes. The effect is even stronger when brands demonstrate their support for a social cause that a panelist personally cares about, improving brand perception along with increasing purchase intent and frequency.
How do multicultural millennials feel about brands that support social causes?Explore More
McDonald’s® piloted a new delivery option, and we wanted to investigate how this might drive demand.
Instapanel’s concept testing discovered that McDonald’s® delivery appealed most to their least frequent customers, as a discrete late night snack (possibly after drinking) that doesn’t require leaving the house.
Which consumers are most interested in McDonald’s® delivery?Explore More
Online Makeup Trial
A new makeup brand was launching online only, and wanted to understand how to drive trial and adoption in an online-only environment.
Instapanel’s ethnography revealed key insights, such as panelists’ desire when in-store to take samples home to see how it “wears” and to gauge the reactions of friends, which informed the brand’s go-to-market strategy.
How do we drive trial and adoption for such a tactile product?Explore More
Millennial STEM Recruiting
A mature technology company wanted to understand how to revamp their recruitment brand to appeal to the latest generation of STEM graduates.
Based upon panelist feedback, the client came to see its “old fashioned” human-touch as an asset that appealed to millennials just as much as earlier generations, while also recognizing the importance of the digital first impression to hook top talent.
How do we attract the latest generation of talent?Explore More
Super Bowl Ads
Instapanel tested 3 “political” Super Bowl ads to see how these ads shifted brand sentiment.
The political ads are off the charts in giving panelists a better opinion of a brand, and even panelists who dislike an ad are unlikely to say they feel worse about the brand itself.
Which ads shift brand sentiment?Explore More
As more and more holiday shopping shifts from in-store to online, we decided to find out how that affects Black Friday.
Panelists who feel negatively about in-store shopping really dislike Black Friday. The good news for retailers - while only 10% of panelists mention shopping online for Black Friday unprompted, but when asked directly, 62% of panelists consider online shopping to be part of Black Friday.