Testing current and prospective audiences sharpened campaign direction beyond the initial brief

Client Goal
Test two executions of a new multi-faceted campaign and understand the impact of each across current members and prospective members, including both opted-in prospects and others who met targeting qualifications.

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Background
The initial objective was to compare campaign executions, but The AND Group recognized that outreach to current members and prospects also created an opportunity to reinforce the brand and learn more broadly about how the campaign was landing. We recommended separate surveys for different audiences and designed the approach to capture not just quantitative response but the reasoning behind it.

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Decision at Stake
Which campaign execution should the client invest behind — and what broader refinements in positioning, message hierarchy, and call to action would strengthen the campaign overall?

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What We Did
The AND Group designed, executed, and analyzed an online study across current members, opted-in prospects, and a general target audience. The work included a robust set of open-ended questions to deepen understanding of the quantitative results, with current customers included directly in the research design. Participation from the client’s own audience was so strong that total responses reached 1,947, far exceeding the 600 needed for statistical significance.

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What Changed
The research produced conclusive findings that went well beyond the initial campaign-comparison objective. Because current customers were included alongside prospective audiences, the work surfaced sharper insight across positioning, point of difference, emotional hook, reason to believe, core benefit, how the program works, and call to action — giving the client a stronger basis for campaign investment and refinement.