Case study: Advertising effectiveness
Hardwick Research designed and conducted a benchmark telephone survey for a local government agency interested in gathering feedback from residents concerning the water quality of two nearby lakes.
The survey gathered information regarding residents’ perceptions of water quality problems and their behaviors, attitudes and knowledge of issues that affect water quality.
The results of the survey were used to create an educational/advertising campaign to inform residents about issues regarding water quality and how their behaviors can affect it. Following this campaign, the same telephone survey was repeated to evaluate the effectiveness of the campaign in changing residents’ perceptions and behaviors regarding water quality.
From our analysis of the pre and post campaign research, it was found that residents were significantly more likely to be aware of activities that reduce or eliminate sources of pollution in surface water run-off. However, continued education was still needed concerning the benefits of using organic products rather than chemical fertilizers and pesticides.