Crowd DNA : Gym Effectiveness Research

Gym Effectiveness Research: GSK / Sensodyne Pronamel Crowd DNA February 2012

AGENDA

THE PARTNERSHIP WITH SENSODYNE

GYM HABITS AND VISITATION

IN-GYM ADVERTISING: AN OVERVIEW

SUMMARY/CONCLUSION

APPENDIX

SUMMARY & CONCLUSIONS

DENTAL HEALTH AND TOOTHPASTE

INTRODUCTION INTRODUCTION

INTRODUCTION

•  Zoom Media operates an extensive out-of-home media network within the UK’s leading health and fitness clubs, reaching health-conscious, active and up-market consumers

•  Zoom has a partnership with GSK and Mediacom to educate the target audience and drive consideration and sales of Sensodyne Pronamel toothpaste

•  Crowd DNA were asked to measure the effectiveness of this partnership among 150 members of GSK’s target audience: female ABC1 gym-goers aged 25-54

BACKGROUND

•  Educate the target audience on the subject of acid erosion

•  Drive sales and consideration of Sensodyne Pronamel

•  Promote habitual usage, as part of a daily beauty regime

CAMPAIGN OBJECTIVES

INTRODUCTION

SAMPLING AND METHODOLOGY

Face-to-face exit interviews were conducted among 150 female gym-goers at two David Lloyd gyms in West London: Heston and Kingston

•  Respondents were selected on the basis of gender and age (25-54) •  All agreed that they had just completed a gym session •  Interviews lasted less than five minutes on average

Mean age: 36 100% female

35% 13%

23% 10%

5% 13%

25 - 29

30 - 34

35 - 40

41 - 44

45 - 49

50 - 54

51% Kingston

Heston 49%




SUMMARY/CONCLUSION

APPENDIX



INTRODUCTION


THE SAMPLE ARE ACTIVE GYM-GOERS…

1% 10%

18% 36%

15% 11%

4% 5%

Less than once a week

Once a week

Twice a week

Three times a week

Four times a week

Five times a week

Six times a week

Every day 71% visit the gym more than three times per week

63%

32%

5%

Gym Session

Gym Session & Class

Class Only

… AND MANY TAKE ADVANTAGE OF CLASSES TOO

⅓ take a class in addition to a gym session

Q: How many times a week do you go to the gym? What did you do at the gym today? Base: All respondents (n. 150)


Reception Changing Rooms

Gym Floor

Studios Café / Bar

Q: Thinking about your visit today, please tell me how much time you approximately spent in each of the different areas of the gym? Base: All respondents (n. 150)

AREAS VISITED WITHIN THE GYM

There is no ‘typical’ gym visit…


LESS THAN 5 MINUTES SPENT IN EACH AREA

Reception

95% Changing Rooms

11%

Gym Floor

7%

Studios

58% Café / Bar

41%

Reception is most likely to be bypassed entirely by our sample…



MORE THAN 45 MINUTES SPENT IN EACH AREA

Reception

0% Changing Rooms

13%

Gym Floor

73%

Studios

41% Café / Bar

17%

The gym floor and studios are where most time is spent…





SUMMARY/CONCLUSION

APPENDIX



INTRODUCTION


DISPLAY ADVERTISING IN THE GYM

Q: During your gym visit today, which of the following types of advertising did you see? Please select all that apply. Base: All respondents (n. 150)

TV

GYM MUSIC / RADIO YOGA MATS

MIRROR TALKERS

FREE SAMPLES

ADVERTISING STANDS

38%

15% 5%

29%

8%

59%


UNPROMPTED ADVERTISING RECALL

Q: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? Base: All respondents (n. 150)

IN-GYM ADVERTISING OVERVIEW


Top Sectors: %age of Responses

1

Dental Services Toothpaste Dental treatments

29% 23% 6%

2

Gym & Fitness Personal Trainers or Classes Physiotherapy

25% 25% <1%

3

Energy Drinks & Foods Healthy Eating / Foods Energy Drinks Water

25% 12% 9% 4%

4

Beauty & Cosmetics Hairdressers / Beauty Services Cosmetic Products Appliances

12% 7% 4% 1%

5 Sports Brands 3%

6 Others 6%

Top Brands: %age of Mentions

Sensodyne Sensodyne Pronamel Any Sensodyne (net)

28% 18% 45%

David Lloyd 18%

Lucozade Maxi-Muscle

15% 5%

Dove Nivea Remington

5% 3% 3%

Reebok 5%

Muller 3%

Q: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? All respondents (n. 150); responses: 102; brand mentions: 40




SUMMARY/CONCLUSION

APPENDIX



INTRODUCTION


WHAT ARE YOUR THREE MAIN DENTAL HEALTH CONCERNS?

83%

65%

59%

41%

21%

19%

6%

4%

Tooth decay

Yellowing teeth

Bad breath (halitosis)

Sensitive teeth

Bleeding gums (gingivitis)

Acid erosion

Something Else

Dry mouth

⅕ consider acid erosion to be a major concern

Q: Thinking specifically about dental care, please choose the three most important issues to you? All respondents (n. 150)


TOOTHPASTE BRANDS: FIRST MENTION

63%

16%

6%

5%

3%

2%

5% Others

Nearly ⅔ have Colgate top of mind; Sensodyne is a clear second

Q: Thinking specifically about toothpaste, what is the first brand that comes to mind? All respondents (n. 150)


TOOTHPASTE BRANDS: ALL MENTIONS

40%

21%

14%

8%

6%

3%

7% Others

Q: Thinking specifically about toothpaste, what is the first brand that comes to mind? Q: Are there any other toothpaste brands that next come to mind? All respondents (n. 150); total brand mentions: 330


BRAND CURRENTLY BEING USED

Q: What brand of toothpaste are you using at the moment? Base: All respondents (n. 150)

54%

17%

7%

6%

3%

2%

7%

3% Can’t Remember

Others




SUMMARY/CONCLUSION

APPENDIX



INTRODUCTION


DENTAL CARE BRANDS ADVERTISED IN THE GYM: PROMPTED LIST

35% 13%

7% 5%

3% 3% 3% 3% 3%

48% Can’t Remember

Others

44% named any Sensodyne product

Q: And which of the following dental care brands have you seen advertised during your visits to the gym in the past month or so? Base: All respondents (n. 150)

SENSODYNE PRONAMEL: PROMPTED CAMPAIGN AWARENESS


“Advertising for Sensodyne Pronamel is currently running at this gym. Can you remember seeing any advertising for Sensodyne Pronamel?”

YES: 55% NO: 43%

Don’t know or not sure: 2%

Q: Advertising for Sensodyne Pronamel is currently running at this gym. Can you remember seeing any advertising for Sensodyne Pronamel? Base: All respondents (n. 150)

AD TYPES SEEN (PROMPTED AMONG ALL AWARE OF THE CAMPAIGN):


TV GYM MUSIC YOGA MATS

MIRROR TALKERS FREE SAMPLES ADVERTISING STANDS


TV

GYM MUSIC YOGA MATS MIRROR TALKERS FREE SAMPLES

ADVERTISING STANDS

55% 54%

27% 13% 7% 1%

71% noticed TV or standee advertising

AD TYPES SEEN (PROMPTED AMONG ALL AWARE OF THE CAMPAIGN):

Q: Please select all the types of advertising you remember seeing. Base: All who have seen Sensodyne advertising (n. 83)

63% OF COMMENTS REFERENCED ACIDITY, EROSION, ENAMEL OR PROTECTION


“The campaign is about protection… even things you assume are healthy you need protecting against.”

“The key message for me is that foods you think are healthy can actually damage your teeth.”

“Eating fruits might be healthy, but they can cause damage to tooth enamel.”

“You should think about the damage that everyday 'healthy' foods cause to your teeth.” 48%

16%

Q: What do you think is the key message of the Sensodyne Pronamel advert? Base: All respondents (n.150)

ADDRESSING GSK’S CAMPAIGN OBJECTIVES


96%

75%

74%

72%

66%

47%

29%

I would consider trying a free sample of Sensodyne Pronamel

The ad makes me think about dental care/ acid erosion more

I associate the advert with Sensodyne Pronamel

The adverts makes me think that protection against acid erosion should

be part of my daily dental care

Seeing the ad makes me more likely to consider buying a toothpaste that

protects against acid erosion

I enjoyed seeing the ad

The ad told me something that I didn’t know before

All Respondents

Thinking about the advert, please tell me on a scale of 1 to 5 how strongly you agree with the following statements, where 1 means strongly disagree and 5 means strongly agree Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: All respondents (n. 150)

% who agree

SHIFTING BRAND PERCEPTIONS


98%

80%

78%

76%

71%

54%

31%

94%

68%

69%

66%

59%

37%

26%

The adverts makes me think that protection against acid erosion should

be part of my daily dental care

Seeing the ad makes me more likely to consider buying a toothpaste that

protects against acid erosion

I enjoyed seeing the ad

The ad told me something that I didn’t know before

Exposed to Campaign

Non-Exposed to Campaign +20%

I would consider trying a free sample of Sensodyne Pronamel

The ad makes me think about dental care/ acid erosion more

I associate the advert with Sensodyne Pronamel

+47%

+22%

+15%

+13%

+18%

+4%

% who agree

Thinking about the advert, please tell me on a scale of 1 to 5 how strongly you agree with the following statements, where 1 means strongly disagree and 5 means strongly agree Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: Exposed (n. 83), Non-Exposed (n. 65)

REACTION TO THE CAMPAIGN


All Respondents

Q: How did the campaign influence your opinion on Sensodyne Pronamel? Please select one response. Base: All respondents (n. 150)

49%

25% 27%

0% 0% Changed my opinion for the better

Confirmed my positive opinion

Had no influence

Confirmed my negative opinion

Changed my opinion for the worse

73% of all respondents are positive about the campaign



Q: How did the campaign influence your opinion on Sensodyne Pronamel? Please select one response. Base: All respondents (n. 150)

78% exposed vs. 66% non-exposed are positive about the campaign 49%

29% 22%

0% 0%

48%

19%

34%

0% 0% Changed my opinion for the better


Had no influence



Non-Exposed to Campaign

Exposed to Campaign

BEHAVIOURS: HOW LIKELY ARE YOU TO DO THE FOLLOWING?


3%

1%

3%

3%

3%

17%

13%

13%

15%

9%

20%

0

1

2

3

4

5

6

7

8

9

10

All Respondents

All Respondents

Recommend Sensodyne Pronamel Buy Sensodyne Pronamel

3%

1%

3%

3%

3%

17%

13%

13%

15%

9%

20%

0

1

2

3

4

5

6

7

8

9

10

33%

21%

28%

29%

Q. And on a scale of 0-10 how likely are you to buy Sensodyne Pronamel in the future? And on a scale of 0-10 how likely are you to recommend Sensodyne Pronamel to a friend in the future? Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: All respondents (n. 150)


4%

1%

2%

2%

1%

16%

5%

15%

23%

11%

21%

3%

2%

3%

3%

6%

20%

23%

9%

6%

6%

19%

0

1

2

3

4

5

6

7

8

9

10

37% 15%

5%

2%

2%

4%

5%

12%

6%

19%

23%

8%

13%

8%

5%

3%

3%

6%

14%

23%

11%

9%

5%

14%

0

1

2

3

4

5

6

7

8

9

10

Exposed to Campaign


Exposed to Campaign


BEHAVIOURS: HOW LIKELY ARE YOU TO DO THE FOLLOWING?

31% 25%

42% 20%

22% 18%

Q. And on a scale of 0-10 how likely are you to buy Sensodyne Pronamel in the future? And on a scale of 0-10 how likely are you to recommend Sensodyne Pronamel to a friend in the future? Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: Exposed (n. 83), Non-Exposed (n. 65)

Recommend Sensodyne Pronamel Buy Sensodyne Pronamel

ACTION: ACTIVITIES LIKELY TO DO IN THE NEXT FEW WEEKS


72%

41%

13%

11%

Buy or use Sensodyne Pronamel

Talk to someone about Sensodyne Pronamel

Search for information about acid erosion

Visit the Sensodyne Pronamel website

Q. And which, if any, of the following are you likely to do in the next few weeks or so? Base: All respondents (n. 150)

ACTIONS: LIKELY TO DO IN THE NEXT FEW WEEKS


72%

42%

10%

12%

70.80%

40.00%

16.90%

9.20%

Buy or use Sensodyne Pronamel

Talk to someone about Sensodyne Pronamel

Search for information about acid erosion

Visit the Sensodyne Pronamel website

(-70%)

+5%

+47%

+1%

Exposed to Campaign


Q. And which, if any, of the following are you likely to do in the next few weeks or so? Base:: Exposed (n. 83), Non-Exposed (n. 65)




SUMMARY/CONCLUSION

APPENDIX



INTRODUCTION


HOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES?

Educate the audience on the subject of acid erosion:

•  75% of all respondents said that the ads caused them to think more about acid erosion

•  73% of all respondents were positive about the campaign

•  63% of responses to the campaign contain a reference to acidity, erosion, enamel or protection



Promote habitual usage, as part of a daily beauty regime:

•  Of all advertising remembered by respondents, advertising around dental care was cited by 29% of respondents

•  72% of respondents agreed that the ads in their gym made them think that protection against acid erosion should be part of daily dental care



Drive consideration and sales of Sensodyne Pronamel:

•  66% said the ad makes them more likely to consider buying a toothpaste that protects against acid erosion

•  72% of respondents said they are likely to buy or use Sensodyne Pronamel over the next few weeks

•  96% would try a free sample of Sensodyne Pronamel

•  Sensodyne accounted for 45% of all unprompted ad awareness mentions

Gym Effectiveness Research: M&S / Simply Fuller Longer Prepared for Zoom Media by Crowd DNA February 2012

AGENDA

THE PARTNERSHIP WITH M&S


SUMMARY/CONCLUSION SUMMARY & CONCLUSIONS


HEALTHY EATING AND WEIGHT LOSS HEALTHY EATING AND WEIGHT LOSS

IN-GYM ADVERTISING: AN OVERVIEW IN-GYM ADVERTISING: AN OVERVIEW

INTRODUCTION

•  Zoom Media operates an extensive out-of-home media network within the UK’s leading health and fitness clubs, reaching health-conscious, active and up-market consumers

•  Zoom has a partnership with M&S and Walker Media to drive awareness and sales of M&S Simply Fuller Longer

•  Crowd DNA measured the effectiveness of this partnership among 148 members of M&S’s target audience: ABC1 gym-goers aged 25-54

BACKGROUND

CAMPAIGN OBJECTIVES

•  Increase awareness of Simply Fuller Longer

•  Increase sales

•  Put M&S at the front of mind for healthy eating

INTRODUCTION

SAMPLING AND METHODOLOGY

Face-to-face exit interviews were conducted among 148 gym goers at two gyms: Fitness First in Central London and The Gym in Kingston

•  Respondents were selected on the basis of age (25-54) •  All agreed that they had just completed a gym session •  Interviews lasted less than five minutes on average

51% Kingston

Central London

49%

49% female

51% male

Average age: 32

49% 30%

10% 3% 4% 4%

25 - 29

30 - 34

35 - 40

41 - 44

45 - 49

50 - 54








THE SAMPLE ARE ACTIVE GYM-GOERS…

TIME SPENT ON THE GYM FLOOR

Q: How many days a week do you work out at this gym? Base: All aware (n. 133) Q: Roughly how long did you spend on the gym floor today? Base: All respondents (n. 148)

1% 2%

13% 32%

25% 20%

3% 4%

Less than once a week

Once a week

Twice a week

Three times a week

Four times a week

Five times a week

Six times a week

Every day 84% visit the gym at least three times per week

2% 17%

30% 24%

5% 22%

<30 minutes

30-45 minutes

45-60 minutes

60-75 minutes

75-90 minutes

90 minutes+

51% spend 1 hour+ on the gym floor


3 IN 10 AIM TO LOSE WEIGHT AT THE GYM

78%

30%

14%

13%

3%

9%

To maintain or improve fitness

As part of a weight-loss programme or diet

To train for a specific event such as a marathon/triathlon

For fun/relaxation

As a social activity with friends

Something else

Q: What were your main reasons for coming to the gym today? All respondents (n. 148)


HIGH MEDIA EXPOSURE ON THE GYM FLOOR

Q: Did you notice or watch the TVs in the gym? Base: All Respondents (n. 148)

82% noticed or watched gym TV








DISPLAY ADS IN THE GYM

ADVERTISING STANDS POSTER ADVERTISING

Q: During your gym visit today, did you notice any of the following advertising types? Base: All respondents (n. 148)

47% 34%

GYM MUSIC

26% TV

58%

65% noticed at least one form of digital advertising





Top Sectors: %age of Responses

1

Energy Drinks & Foods Supplements Energy drinks

42% 32% 6%

2

Retail Products/Services Shopping Centres

23% 12%

3

Gym and Ftness Leisure centres PT or classes

17% 9% 9%

4

Music Festival Label

7% 3% 2%

5 Dental Products/Services 6%

6 Others 3%

Top Brands: %age of Mentions

Maxi-Muscle Lucozade Maxitone

29% 5% 3%

The Bentall Centre M&S

15% 10%

The Gym 11%

Ministry of Sound Party In The Park

4% 3%

Sensodyne 4%





HEALTHY EATING AND WEIGHT LOSS




UNPROMPTED RECALL – WEIGHT LOSS PRODUCTS

Q: Thinking now about healthy eating products, or food designed to help with weight loss, which brands or products come to mind? Base: those aware (n. 101); responses: 116; brand mentions: 26

68% recalled at least one food when asked, but…

•  Low overall awareness •  Many cited healthy foods such as

‘wholegrain’, ‘chicken’ •  Confusion with weight-loss and

muscle-building products


9% 9% 9%

7% 4% 4% 4%

3% 3%

22% 18%

8%

Maximuscle

Special K

Weight Watchers

Holland and Barrett

Boots

M&S

Slimfast

Alpen

Ryvita

Other brands

"Healthy food"

Potein shakes, etc.


PROMPTED AWARENESS OF WEIGHT LOSS ADVERTISING

57%

48%

31%

18%

15%

10%

1%

24%

Special K

Weight Watchers

Muller Light

Slimfast

Lighter Life

Waitrose Count range

Others

None of these

Q: What other weight loss advertising have you seen in the last few weeks? All respondents (n. 148)







SIMPLY FULLER LONGER: PROMPTED AWARENESS


Q: Which (if any) of these products have you seen advertised on the gym TVs during your visits to the gym in the last 2 weeks ? (Simply Fuller Longer) Base: All Respondents (n. 148)

recalled seeing advertising for

at their gym

25%

SIMPLY FULLER LONGER: PROMPTED GYM TV AD AWARENESS


“Can you remember seeing this particular advert on the TVs at this gym?”

Don’t know or not sure: 7% Q: Can you remember seeing this particular advert on the TVs at this gym? All respondents (n. 148)

YES: 62%

NO: 32%


BRAND ATTRIBUTION

98% of those that saw the advert attributed it to M&S!

Q: Looking at the ad, can you tell me the name of the brand this advert belongs to? All those who saw the M&S campaign in the gym (n. 86)

98% attributed the campaign to


72% had seen at least one of these

AD VERTISING SEEN PRIOR TO TODAY’S GYM VISIT

Q: Have you heard of M&S Simply Fuller Longer prior to your gym visit today, and if so where from? All respondents (n. 148)

60% 32%

5% 4% 3% 0%

TV IN-STORE

NEWSPAPERS INTERNET WOMENS MAGAZINES VIDEO-ON-DEMAND


TV

AD VERTISING SEEN PRIOR TO TODAY’S GYM VISIT

Q: Have you heard of M&S Simply Fuller Longer prior to your gym visit today, and if so where from? All respondents (n. 148)

IN-STORE

NEWSPAPERS INTERNET

81% 28%

4% 6%

43% 15%


Exposed to Campaign

7% 0%

3% 0%

WOMENS MAGAZINES

0% 0%

VIDEO-ON-DEMAND

HOW OFTEN DO THEY VISIT M&S?

1%

16%

22%

14%

20%

18%

9%

Every day

Several times a week

Once a week

Once every few weeks

Once a month

Less often

Never

Q: How regularly do you shop for food at M&S? All respondents (n. 148)

39% are M&S weekly shoppers


PRODUCT PERCEPTIONS

Q: From viewing the ad, what 3 words/statements would you use to describe M&S Simply Fuller Longer out of the list below? All respondents (n. 148)


•  Luxury •  Unhealthy •  High quality •  Poor quality •  Expensive •  Cheap •  For a calorie controlled diet

•  Budget •  Healthy •  High in fat •  Low in fat •  Convenient •  Difficult to prepare •  … or something else?

PRODUCT PERCEPTIONS

0% 1% 2% 2% 3%

10% 21%

20% 21%

30% 47% 48%

69%

Difficult to prepare

Unhealthy

High in fat

Poor quality

Cheap

Budget

Expensive

Luxury

Low in fat

For a calorie controlled diet

High quality

Convenient

Healthy

95% used at least one positive quality to describe the Simply Fuller Longer range


Q: From viewing the ad, what 3 words/statements would you use to describe M&S Simply Fuller Longer out of the list below? All respondents (n. 148)

PRODUCT CONSIDERATION AND PURCHASE BEHAVIOUR


“Have you bought a product from the M&S Simply Fuller Longer range, or would you consider buying one?”

Q: Have you previously bought a product from the M&S Simply Fuller Longer range, or would you consider buying one? All respondents (n. 148)

24% have

bought No

45% 31% would

consider

55% have bought or would consider buying a product from the range

REASONS FOR PURCHASING

28%

27%

24%

17%

9%

9%

14%

They fit in with an existing diet programme

Something else

Time saving and convenient

I like the taste

It’s an effective way to monitor calorie intake

I like the range of dishes available

I’m interested in losing weight

What is the main reason why you purchased or would consider purchasing this product? (Base: All who would consider or who have bought a product from the Simply Fuller Longer range (n. 81)

42% would use the range to help lose weight


REASONS FOR NOT PURCHASING

What is the main reason why you would not be interested in buying this product? (Base: All who have not bought or would not consider buying a product from the Simply Fuller Longer range (n.67)

43%

12%

10%

9%

6%

19% Something else

I prefer to cook from scratch

Expensive

I don’t work/ live near an M&S

The meals available aren’t to my taste

I’m not interested in losing weight




All Respondents

Q: How did the campaign influence your opinion on M&S Simply Fuller Longer? Please select one response. Base: All respondents (n. 148)

35%

24%

38%

0% 3%

Changed my opinion for the better


Had no influence



59% of all respondents are positive about the campaign



64% exposed vs. 42% non-exposed are positive about the campaign


Exposed to Campaign

Q: How did the campaign influence your opinion on M&S Simply Fuller Longer? Please select one response. Base: Exposed to campaign, (n.91), Non exposed, (n. 47)

41%

23% 32%

0% 4%

21% 21%

55%

0% 2%

Changed my opinion for the better


Had no influence



+95%

HOW LIKELY ARE RESPONDENTS TO TRY A PRODUCT FROM THE RANGE?


All Respondents

Try a product from the M&S Simply Fuller Longer range

7%

1%

5%

4%

4%

13%

12%

19%

10%

9%

16%

0

1

2

3

4

5

6

7

8

9

10

29%

25%

Q. And on a scale of 0-10 how to try a product from the M&S Simply Fuller Longer range in the future? Base: All respondents (n. 148) Base: Exposed to campaign (n.91); Non exposed, (n. 47)

6%

0%

4%

6%

2%

11%

13%

20%

10%

10%

19%

13%

2%

6%

2%

4%

17%

9%

17%

6%

9%

15%

0

1

2

3

4

5

6

7

8

9

10

Exposed to Campaign


Try a product from the M&S Simply Fuller Longer range

30% 23%

29% 23%




INTRODUCTION





Increase awareness of Simply Fuller Longer

•  62% remembered seeing the TV ad at the gym when prompted with de-branded stills

•  25% claimed to have seen advertising for the Simply Fuller Longer range at their gym recently

•  98% correctly associated the Simply Fuller Longer TV ad with M&S



Increase sales of Simply Fuller Longer

•  41% of all respondents who have not already tried a product form the Simply Fuller Longer range would consider doing so

•  When asked how likely they were to buy a product, 59% of those exposed to the campaign scored 7/10 or more vs. 46% non-exposed



Put M&S at the front of mind for healthy eating

•  95% used at least one positive or healthy word to describe the Simply Fuller Longer range

•  Nearly 7 in 10 described the Simply Fuller Longer range as ‘healthy'

•  41% of those exposed to the campaign said it changed their opinion of the range for the better, compared to 21% non-exposed, a 95% increase

•  M&S are a consideration in the healthy-eating market, appearing in the top 5 weight-loss brands recalled

•  Of those who would consider buying the product, or have already bought it, 42% would do so to help lose weight

Chris Kebbell, Research Manager Crowd DNA, Unit 6.03, The Tea Building, 56 Shoreditch High Street, London E1 6JJ [email protected] | www.crowddna.com | +44 (0)207 739 2885

THANKS FOR LISTENING

FIELDWORK OBSERVATIONS: GSK

•  In Kingston, free samples were positioned in the opposite direction to the gym entrance - a possible contributor to low awareness there

•  For future waves, additional samples in the changing areas could be considered

•  Peak times were between 8-10am and 6-9pm

•  Thursday was busier than Tuesday and Wednesday

•  In Heston, a proportion of women arrived in groups for the Bollywood Dance class on Wednesday evening

•  In Kingston, a proportion of gym goers arrived in groups for the Mother and Baby yoga session on Thursday morning

FIELDWORK OBSERVATIONS: M&S

•  Peak times were between 8-10am and 6-9pm

•  In Central London, the larger reception area in Fitness First allowed for more advertising space in the form of stands and posters

•  At The Gym in Kingston, as there wasn’t a reception area advertising centred around the TVs on the gym floor

Chris Kebbell, Research Manager Crowd DNA, Unit 6.03, The Tea Building, 56 Shoreditch High Street, London E1 6JJ [email protected] | www.crowddna.com | +44 (0)207 739 2885

THANKS FOR LISTENING

Date post:	24-May-2015
Category:	Documents
Upload:	zoommediauk
View:	1,026 times
Download:	0 times

Crowd DNA : Gym Effectiveness Research

Documents