Advertising Effectiveness Research

Advertising Effectiveness Research

Sector: Consumer

Location: London

Website:https://www.currys.co.uk

The Research Project

iSite TV commissioned Mackman Research to assess the impact of video adverts created for Currys PC World and determine how these influence consumer behaviour. Using a combination of face-to-face street polls and a qualitative focus group, the research explored visual and audio preferences, message effectiveness, and brand perceptions. A target of 50 survey participants and 10 focus group participants was set, with respondents representing a diverse mix of ages and genders. Recruitment was conducted through social media, the Mackman Research website, and personal invitation. 

Customer Feedback Results

A total of 46 people completed face-to-face surveys, and 10 individuals took part in a two-hour focus group session held in Colchester. The findings provided iSite TV with clear direction on which elements of the commercials resonated most with consumers, helping to shape future production decisions. Currys PC World was able to incorporate feedback into their advertising strategy, refining both audio and visual components to better engage their target audience. Notably, the focus group data added deeper insights into emotional drivers and generational preferences. 

The Client

iSite are nationally renowned rich media company based in Colchester, offering a full suite of services including video, photography, CG & syndication. Their services incorporate every aspect of the creative process, from pre-production to filming, talent management, animation, VFX and styling. The iSite portfolio is replete with leading brands such as Sony, Whirlpool, and Cambridge Audio. Their head office in Stanway, Colchester, enables iSite to work with London-based clients as well as those in East Anglia.

Brand Facts

• iSite are a rich media company based in Colchester, offering a full suite of services including video, photography, CG & syndication.
• iSite have worked with well-known household names such as Wickes, Samsung and Playmobil.
• The company’s strapline is ‘Bringing your products to life’, encapsulating the technical and creative talents of their employees from a multitude of skill sets.

Research Aims and Objectives

The research sought to determine whether consumers responded more favourably to celebrity or non-celebrity voiceovers, whether product movement within adverts influenced viewer engagement, and what specific elements prompted a purchase decision. It also aimed to assess whether different age groups reacted differently to advertising and how overall sentiment toward Currys PC World might be influenced by advert style. 

The Research Challenge

This project had really tight timescales. From research and methodology design through to the delivery of results, the whole research process took just two weeks. This was a particular challenge as recruitment for focus groups usually takes time. Luckily we had a great response to our in-house recruitment, and we were able to screen and confirm our group members within just a few days.

The Research Design & Methodology

Mackman Research employed a dual-method approach. Quantitative data was gathered via street polls in multiple locations, while qualitative insight came from a follow-up focus group session. The survey explored recent electronics purchases, advertisement appeal, influence on purchase intent, and overall brand perception. Participants—13 students (18–25), 13 early adopters (26–54), and 20 mature consumers (55+)—were invited to view advert clips and provide real-time feedback. 

Focus group participants, selected for their status as household decision-makers, engaged in a structured discussion exploring their interaction with electronics retailers, buying behaviours, and advertising preferences. Life stages and consumer mindsets were used to ensure a broad perspective, including students, early adopters, and more cautious buyers. 

Research Outcomes

The research was conducted on February 4th and yielded strong participation. The insights gained from both the street polls and the focus group informed iSite TV on how to tailor advertising content to different demographics. Currys PC World used this data to refine future commercials, particularly by enhancing the emotional and motivational elements identified as most impactful. The focus group’s in-depth responses helped define what consumers find effective in advertising and highlighted how messaging could vary across age groups. This informed a more strategic and data-driven approach to future video campaigns.