SurveyMonkey Audience Claims Test-Apple Watch
Transcript
- 1. How to Develop Winning Marketing ClaimsA Case Study on the Apple Watch™
- 2. 22 Summary What you’ll learn in this guide We’ll show you how to use surveys to test marketing claims by taking the guesswork out of your big decisions. Our guide includes: •• Tips for getting key metrics •• Best practices on writing claims testing surveys •• A real-world example of how our claims testing framework can be applied to your brand Apple Watch™ marketing claim key findings •• We compared two of Apple’s® marketing claims on the Apple Watch™ against each other: oo We found that the claim with a style and personal preference focus scored higher in clarity, a key metric. •• Identifying what resonates with a target market allows for more targeted advertising and potentially higher likeability and purchase intent: oo Taking a further look, we were able to segment the market into two distinct groups—early adopters and those who wait to purchase new products. •• The differences for early adopters, Apple’s® target market, and later stage adopters, were significant: oo Early adopters found the claim with a style and personal preference focus more convincing, unique, and memorable. oo They also listed text messaging as the most important for a smart- watch to have, significantly higher than any apps their later adopter counterparts listed. Created by and for the use of SurveyMonkey Audience. This study was not commissioned by Apple® or the other companies measured in the study.
- 3. 33 Table of Contents Marketing Claims Testing Overview 5 Market Segmentation16 Taking It to the Next Level19 The Smartwatch Category9 12 Apple Watch™ Study: Marketing Claims Test
- 4. 44 Methodology What? SurveyMonkey Audience fielded a Marketing Claim Test study on two Apple® marketing claims to demonstrate how to successfully test marketing claims. How? The survey was fielded through the SurveyMonkey panel. Respondents represented the general U.S. population. A total sample size of 417 was used for this study. When? We fielded the survey from 5/1/15–5/4/15.