Campaign Tracker Survey

 

RH Advertising Case Study - Tracker Survey

RH Advertising is a successful full-service agency and the largest in the South West of England. The agency has many large clients including Traveline South West, the public transport information provider.

The Business Requirement

The Agency had recently conducted an advertising campaign on behalf of Traveline, aimed, in part, at increasing the awareness of students in the South West of England to the excellent facilities provided by the organisation. A primary campaign tracker survey was executed but analysis of the response data indicated that the survey had not engaged enough respondents from a particular target audience segment - that of university students. A supplementary tracker survey was therefore urgently required in order to investigate the effectiveness of the advertising campaign in relation to this specific segment.

The Sigmer Solution

RH Advertising contacted Sigmer Technologies who quickly developed several options for a supplementary tracker survey for the Traveline campaign. The survey required face to face interviewing of a number of respondents from the 10 universities in the South West area. Time was of the essence and Sigmer juggled resource-schedules to allow the survey to be rapidly developed and then executed within a two week period. Despite adverse weather conditions, the Sigmer Field Team were able to conduct the physical interviewing on schedule and with the number of respondents significantly exceeding the minimum quota at each location.

The survey responses were then handed to the Sigmer Data Processing Team who undertook the data entry and quality assurance processes within just a few days. The final survey response dataset was presented to RH Advertising ahead of schedule.

The Result

The high-quality and rapid execution of the supplementary tracker survey has allowed RH Advertising and their client to obtain a more accurate understanding of the penetration of the advertising campaign into a key target audience segment.

 

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