The Polynesian Cultural Center board was considering a new style of advertisement. Since they could not afford to lose the number of annual registrants, the research needed to prove that the ad would maintain if not increase conversions.
I worked under the head of marketing and our big data expert in developing the survey. I spearheaded the building of complex survey flows to reduce bias and increase data confidence.
Phase 1: Survey Development
I designed the survey to test for ad memorability, engagement, and investment. I tested specific zones of the ad in order to provide specific, element by element feedback.
Phase 2: Survey Administration
I worked with Qualtrics’ panel team to get 600 participants who had gone to Hawaii in the past year or would be going in the next year.
Phase 3: Data Analysis
I looked at the results ad by ad. I analyzed heat maps and section click data to learn which specific sections were liked or disliked and why. I learned that:
- The new ad was more memorable, more engaging, and more likely to increase interest in going to the PCC than the old ad.
- Participants liked the pictures on the new ad better.
- Participants liked showing authentic Polynesians more than Caucasians.
The new ad had a 13% increase in conversion (5% higher than estimated.)