"Smarter Planet" Launch and Evolution Based on Global Qualitative Research
San Diego, June 25, 2012 – IBM's "Smarter Planet" advertising campaign is the most successful in the company's history. At this year's Marketing Research Association's Annual Conference & Expo, Jim Kraus and Mike Nash, principals from KS&R, a global market research firm, and IBM revealed the extensive market research effort behind the creation of the campaign.
"IBM has millions of customers across the globe, which was the biggest challenge," said Jim Kraus. "We were aiming to find a single concept that resonated with consumers and enterprise customers alike. It also needed to speak to customers whether they were in San Diego or Singapore."
The "Smarter Planet" campaign encompasses IBM's advertising on TV, in print and online. The message is also embedded in IBM's branding in all marketing and sales efforts.
"The early research showed how positive customers felt towards the ‘Smarter Planet' – but also identified areas for IBM improvement," said Mike Nash. "We could see how strongly the message differentiated IBM from competitors and motivated customers to learn more. This campaign has moved the needle for IBM in terms of brand awareness and purchase consideration."
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KS&R's presenters discussed how they took IBM's message from concept through creative development, testing and refinement – across 20 countries and 12 languages.
KS&R employed a variety of in-person, phone, and online qualitative research techniques to elicit in-depth feedback (e.g., from focus groups to in-depth interviews, using straight Q&A as well as projective techniques).
The final analysis of the "Smarter Planet" campaign showed clear gains in key areas, including increased consideration to purchase from IBM as well as overall brand awareness and improved brand perceptions.
For more information on the presentation, contact Jim Kraus at firstname.lastname@example.org and/or Mike Nash at email@example.com.
KS&R (Knowledge Systems & Research, Inc.) is a full-service, privately held market research firm based in Syracuse, New York. The firm's mission is to provide clients with rich market insights they can use to improve their business performance and deepen customer relationships. Founded in 1983, KS&R continues to experience consistent growth and now has offices in metro New York, Atlanta, Memphis and Frankfurt, Germany. KS&R creates and executes global custom market research initiatives for some of the best-known corporations in the world in more than 100 countries and 50 languages. The company's diverse clients span industries including technology, telecommunications, transportation, healthcare/medical devices, and finance/insurance.