Mall Study (2016)
Motivation
A major regional bank (NDA binding) needed to know how customers would respond to five television commercials that had been produced for the bank by various vendors. Each of the ads featured different aspects of the bank's products and services. Budget constraints precluded airing all five versions, so the bank needed to know which of the ads conveyed combinations of products and services most effectively, and contracted User-View to conduct a study.
Process
The User-View team conducted a marketing style "quick and dirty" usability test of the television ads using net promoter scores (NPS) as the principle measure. Participants were customers at a large shopping mall, recruited on site.
Outcome
NPS scores revealed that a less expensively produced ad had the same impact as similar but more expensive versions.
