We have conducted research for hundreds of clients that want to use the data gathered to prove their brand, product or service are superior to the competition’s. This tactic is older than I am and is standard operation procedures for thousands of companies world-wide.
Occasionally, companies employ the execution of the research as the marketing tactic giving little attention to the actual data gathered. One of the best known uses of the execution of research as a marketing tactic occurred in 1975 when Pepsi Cola initiated the Pepsi Challenge, hosting blind taste tests in malls, shopping centers and other public locations. The Pepsi Challenge was taped and ran as a series of television and print ads highlighting that most of the people that participated in the taste test preferred Pepsi.
The methodology behind the Pepsi Challenge isn’t completely sound; however, the ads showing the execution of the research were very effective, helping start the “cola wars” while increasing Pepsi’s market share.
Now, Burger King is using a similar taste test ad campaign, scouring the earth to find people who have had no exposure to McDonald’s or Burger King. These people are appropriately termed Whopper Virgins.
It’s too early to determine the success of this new campaign; however the full-length video available at their website is an excellent example of how to use the execution of research as a marketing campaign, proving that occasionally the results are less meaningful than the research itself.
Research as a Marketing Tactic
Posted by Tyler Harber on Wednesday, December 17th, 2008 at 2:35 PM
We have conducted research for hundreds of clients that want to use the data gathered to prove their brand, product or service are superior to the competition’s. This tactic is older than I am and is standard operation procedures for thousands of companies world-wide.
Occasionally, companies employ the execution of the research as the marketing tactic giving little attention to the actual data gathered. One of the best known uses of the execution of research as a marketing tactic occurred in 1975 when Pepsi Cola initiated the Pepsi Challenge, hosting blind taste tests in malls, shopping centers and other public locations. The Pepsi Challenge was taped and ran as a series of television and print ads highlighting that most of the people that participated in the taste test preferred Pepsi.
The methodology behind the Pepsi Challenge isn’t completely sound; however, the ads showing the execution of the research were very effective, helping start the “cola wars” while increasing Pepsi’s market share.
Now, Burger King is using a similar taste test ad campaign, scouring the earth to find people who have had no exposure to McDonald’s or Burger King. These people are appropriately termed Whopper Virgins.
It’s too early to determine the success of this new campaign; however the full-length video available at their website is an excellent example of how to use the execution of research as a marketing campaign, proving that occasionally the results are less meaningful than the research itself.