Professor E.L. Roberto, PhD, Coca-Cola, foundation professor of International Marketing, reviewed the £A15 million of independent research conducted on behalf of Shopper’s Voice and provided this summary as to the technique’s cost efficiency:
"The Shopper’s Voice participating advertisements generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more.
All these productivity increments are attainable at a reasonably inexpensive budget. One Shopper’s Voice Client revealed that for his participating brand, his quarter television expenditure was $US5.7 million as compared to its Shopper’s Voice budget of $US0.5 million. This 1:10 ratio has been obtained in Shopper’s Voice experience in other countries."
Sources: AGB, Gallup, Martyn Research, Bourke, NOP, City Insights & more.