Research background

  • UniqueView worked with an advertising agency to serve an international automotive company testing TV advertisements for a newly launched SUV.

Research methodology

Focus group discussions, each lasting around 2.5 hours

City Coverage and Sample Size

  • Shanghai, Beijing, Chengdu, Guangzhou and Shenyang
  • 15 Focus Groups in total (3 per city)

Target Audience

  • Male and female aged 28-50 years old
  • Monthly household income: >20k RMB
  • Have bought a SUV priced 250K-500K in the past 6 months as the only car for home (1 group per city)
  • Have bought a SUV priced 250K-500K in the past 6 months as the second car for home (1 group per city)
  • Have a car at home and planning to purchase a SUV as the second car for home in the following 6 months (1 group per city)

Research Results

UniqueView was mainly responsible for fielding of the project and the project results helped our client to better understanding consumers’ perception towards different advertising elements and helped them fine-tune the advertisement that was launched successfully!