Case: Nikon

“Same result of Nikon’s pre-test in Sweden and Denmark”

Nikon Europe recently switched to a new advertising agency that centrally produces all our advertisement material, says Birgitta Wetterlind, Market Manager at Nikon Nordic AB. When we got the new ad in Sweden for our advanced but still easy to handle digital camera D 40, we decided to pre-test it through Zapera.

The agency’s solution was different and much unexpected but we were not entirely impressed to begin with. Doubt often occurs when you can not control the material yourself. Therefore we wanted to make sure that the advertisement was perceived in a positive way. We would also get the reference value as a foundation for future feedback to our Europe office. In order to have a larger foundation and ensure that the measurements would give a relevant result, Zapera pre-tested the ad both in Sweden and Denmark, Birgitta further tells.

It was interesting to see that the tests in Denmark and Sweden gave almost the exact same results. The result of the pre-test was that the centrally produced ad was highly rated, while a local variant tested in Denmark was lower rated.

It was a great help that it went so fast to get a result, says Birgitta. The survey was conducted in the field in less than just one day. The respondents receive an sms that informs them that they have received an email with a survey to log in to. 300 interviews were conducted. The target group was men and women, 18 – 55 years old, who either have a digital camera or are planning to buy one within the coming 12 months. The penetration for digital cameras is very high in Scandinavia so it was easy to reach the target group.

The advertisement pre-test was by the way not the first survey that Zapera has done for Nikon. When the Swedish company took over the responsibility for Scandinavia during the autumn of 2005, there had not been conducted any market research in the other countries. That is why we let Zapera do a mapping of the market condition, Birgitta says.

Through the measuring Zapera mapped the knowledge about Nikon and the main competitors, spontaneous measure and helped knowledge, top of mind and core values for Nikon. The mapping made a good foundation for our continuing work, Bigitta summarizes.

Source: Zapera News, Issue 25, February 2007