Evaluating a New TVC Concept with Betsson Group

focus groups

4 days

fieldwork

Peru

market

focus groups

4 days

fieldwork

Peru

market

The challenge

Determining the value of creative investment in Peru

Betsson developed a new television commercial concept for the Peruvian market that was a significant departure from their usual style. Before investing in full production and airtime, they needed to evaluate consumer sentiment and brand perception to determine whether the investment was worthwhile for this market.

Industry

Gaming, entertainment

Solution

Ad and campaign evaluation

Market

Peru

Format

Live focus groups

Methods

Native moderation, simultaneous translation

The approach

Real-time focus groups using our live chat tool

We ran five two-hour online focus groups over the course of four days.

Native moderation

Each group was moderated by a local Peruvian researcher who used qualitative techniques to maintain engagement and capture cultural nuances.

Simultaneous translation

A native simultaneous translator provided real-time translations, allowing the wider global research team to follow the conversation and analyse responses efficiently.

Stimulus evaluation

We showed participants a range of pre-recorded stimuli to gather an accurate read on their interpretations of both current and proposed commercials.

The result

Fast-tracked decision-making

The sessions gave Betsson a clear, fast read on how the new concept landed, identifying the creative's strengths and risks and ensuring they could refine the ad before committing to high-stakes production.