Case Study:

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?

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51%
Female
28
Average Age
50%
of U.S. States
75%
Ethnically Diverse
Case Study:

McDonald’s® Delivery

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?

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57%
Female
29
Average Age
$45k
Median Income
62%
Eat McD’s Monthly
Case Study:

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?

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100%
Female
30
Average Age
100%
Urban Lifestyle
$52k
Median Income
Case Study:

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?

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58%
Male
24
Average Age
100%
STEM Grads
5yrs.
Work Experience
Case Study:

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?

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50%
Male
39
Average Age
$65k
Median Income
25
States
Case Study:

Holiday Shopping

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.

How does Black Friday change as shopping moves online?

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52%
Female
38
Average Age
$75k
Median Income
72%
Shop Mostly Online
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