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Subway Franchisee Advertising Fund Trust

We have worked with Invoke Solutions in the past and have been very pleased with the results.
Matt Scott, Subway Franchisee Advertising Fund Trust

Challenge

The Subway Franchisee Advertising Fund Trust (SFAFT) was interested in positioning themselves among the 'Health Influencer' community of doctors, nurses, dieticians and trainers who are in a position to recommend SUBWAY's healthier menu to their patients and clients.

They embarked on a research study in order to:

Gain an understanding of participants' preference among several health-oriented concepts directed to this target.
Understand the drivers of appeal.
Determine whether the conceptual executions contain the right quality and quantity of information in order for an influencer to make a recommendation.

Solution

4 Invoke sessions were conducted over two days reaching the following target audiences recruited from the Greenfield Online panel:
- 150 health-oriented consumers (75 per session)
- 100 Healthcare Professionals/Influencers (50 per session).
Respondents were exposed to various concepts and were asked questions about each concept's appeal, relevance, believability and uniqueness.
Throughout the session, open-ended questions were deployed to probe more deeply on the metrics as well as to adapt "on-the-fly" to what respondents were saying.

Results

Using Invoke, SFAFT was able to accomplish what would typically require at least two phases of research.
Within a two-week window, SFAFT was able to recruit, conduct sessions, and analyze results among a large sample of a target audience that has typically proven extremely difficult to reach.
The target audience participated and responded at levels that exceeded SFAFT's expectations, providing greater validation and more dependable results over traditional focus groups.
Beyond getting answers to pre-coded metrics and agreement scales, SFAFT was also surprised at the quality and quantity of the open-ended responses, which provided invaluable insight for their positioning strategy and provided the validation needed for sound marketing decisions.
Costs were saved since no travel was required for observers and researchers.

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