Companies often rely on a celebrity's "likeability" when choosing their spokesperson, but sometimes it's not about likeability alone.  The right spokesperson is one that target audiences perceive as being believable and appropriate in relation to the promise of a brand.  Our reliable Q Scores provide familiarity and appeal measures.  We offer spokesperson evaluation studies as the next level of assessment, revealing which personalities are most likely suited for your branding strategy.  Spokesperson evaluation studies are custom designed to fit your objectives, and help render your decision-making a success.

Planning a Spokesperson Evaluation Study

1. Define a target audience sample of your choice.

For example, do you need to reach males 35-64 with incomes of $50,000+?  Adults 60+ with college backgrounds?  Females 25-34 with one or more children 2-5 years old?

2. Compile a list of personalities for your study.

Up to 20 celebrities or performers can be included in your spokesperson evaluation study.  Results from our recent Performer Q studies can help identify appropriate candidates.

3. Select personality descriptions that match your goals.

Twelve descriptions will be used for evaluating each performer.  We can assist you in identifying those that are likely to yield appropriate insights.

4. Provide specific marketing questions.

In addition to standard demographic cross-tabs, your customized questions will be used in tabulating the data.  You might include questions about use or knowledge of other brands, frequency of use or purchase, favorite activities, cable networks received, and/or any other questions that will provide additional information.

How our Studies are Conducted

With the above plan in place, four important factors are measured in the context of your brand, service or corporate name:  familiarity, believability, appropriateness, and personality image.  A custom-designed questionnaire is mailed to members of our nationally representative consumer panel.  Sample sizes are based on client needs and budget considerations.

Judging the Results

Results are compiled, analyzed and presented along with normative data from a variety of our past studies.  These "norms" provide a frame of reference for how high or low the scores are for each question.  The tabulated data are followed by an analytical summary, providing you with a complete and informative study.

Fast Turnaround

The same spokesperson evaluation study can now be conducted over the internet when deadlines are "too tight" to utilize the mail methodology.