Liberty Mutual's 'Bad Job' advertisement was a quantitative success, but the company used Voxpopme's video feedback platform to understand why. This qualitative deep dive revealed key insights into consumer reactions, showing the ad resonated due to its humorous portrayal of relatable mistakes and the likeable main character.
The Challenge
- Despite leveraging quantitative research, Liberty Mutual recognized that data alone requires interpretation and doesn't ensure repeatable success
- The company needed to understand why the 'Bad Job' advertisement outperformed all previous ads in both internal and external quantitative evaluations
- Required deeper insight into consumer motivations and emotional responses beyond traditional quantitative metrics
Solution & Implementation
- Asked Voxpopme's OnDemand community to watch the 'Bad Job' advertisement and respond to open-ended video questions
- Conducted agile qualitative research asking consumers about their enjoyment, feelings about the actor, aspects that worked or didn't, and humor perception
- Used Voxpopme's automated analytics to identify key themes and patterns in consumer feedback
The Outcome
- Identified that consumers connected with the main character's mistakes because they were humorous and humanizing
- Discovered consumers enjoyed the actor's performance and appearance equally
- Revealed key ingredients for advertising success that can be replicated in future productions
- Insights were delivered fast enough to influence the next advertisement before ideation began