Thinking
Experiential
What is EXP?
EXP is a team of consumer researchers wholly dedicated to the evaluation of branded experiences, whatever the format - live, digital, business, retail - we evaluate them all. As well as market research we offer consultancy and concept testing/development for experiential campaigns. See the EXP blog for a more in depth look at our thinking.
What do we deliver?
Expertise in experiential and detailed research into the value of branded experiences giving you unparalleled understanding of the activity performance. Our methodologies offer market research with a quick turnaround, empowering you to make timely changes and optimise your activity so it realises its full potential.
Outputs include:
· Diagnosing the performance of the activity
· Impacts on perceptions and actual behaviour
· Statistical analysis
· Contextual benchmarking using norms
· Incremental revenue generation and ROI
· Word of mouth and Buzz Metrics
What do we do?
Quantitative and qualitative (and often integrated) consumer research into the impacts of experiential activity. We have dedicated strands that cover live, digital, business, retail and concept offering the most comprehensive evaluation of experiential activity available. See the EXP Blog for a broader understanding of what we do.
Magazine
Experiential Messaging: Less is More
There's a temptation to overload experiential activity with brand messages. The thinking is that a longer interaction means that consumers will be able to absorb more messages compared with more traditional media. Think again - delivery in an experiential setting should be about depth, not breadth.
Case study
MTV
What? Evaluation of MTV's ownership, development and production of the Isle of MTV Special, the climax of Malta Music Week
Why? MTV wanted to understand the impact of the event on key brand metrics, Malta as a location and the 'halo' effect on associated sponsors, as well as optimising the event for the future
How? Interviews on-site pre-event followed by Pan-European online interviews amongst attendees compared with a matched control
Outputs: Research was carried out in '08,'09, '10, '11 which allowed year-on-year comparisons. Results were shared with the Maltese Travel Association and sponsors and used to develop a case study for the MTV marketing department
Read more from a dedicated Research Magazine article based on our 2009 research here