The University of Hull worked on developing new brand concepts which they had set out to use in future campaigns. To ensure that these concepts elicited the desired response from their target audience, prospective undergraduates from 15 specified UK towns and cities, the University required robust concept testing, which is where our Opinion Panel came in.
Students were asked questions about the different images, copy and concepts to help us and the University of Hull understand preferences for the various concepts, how each one made them feel or what action is triggered, and how likely the different options were to influence their decision to apply to the University.
This was a powerful way to measure impact, which is often difficult to do so without a student panel.
The survey design, along with the quotas in place, generated representative results. They, therefore, felt confident in the outputs and used the research as the key piece of evidence in picking their new creative concept, protecting the credibility and their reputation, while preventing any wasted budgets spent on off-the-mark concepts. The panel empowered the University of Hull to deliver their new concept boldly and with gumption.