Flemington, NJ, August 10, 2009 – A new national media study among 305 viewers of a new controversial ad promoting the new Palm Pre phone revealed that the majority of viewers reported that “inspiration” and “happiness” were the emotions they felt most while watching the commercial.
The study was conducted by HCD Research using its MediaCurves.com® website during August 7-9, to obtain viewers’ perceptions of a new Palm Pre commercial, which has generated much controversy due to the nature of the ad.
The study also revealed that the majority of viewers (67%) reported that the ad was either somewhat effective or extremely effective, while 16% of viewers indicated that the ad was confusing.
Among the findings:
“Which of the following emotions did you feel the most while viewing the video?
Please check all that apply.”
|
|
Total |
|
Anger |
0% |
|
Inspiration |
26% |
|
Sadness |
2% |
|
Skepticism |
18% |
|
Confusion |
16% |
|
Disturbing |
9% |
|
Embarrassment |
2% |
|
Pride |
3% |
|
Happiness |
25% |
“Please indicate how effective you believe this advertisement was.”
|
|
Total |
|
Not at all effective |
33% |
|
Somewhat effective |
46% |
|
Extremely effective |
21% |
“Is there anything about this video that you find unclear or confusing?”
|
|
Total |
|
Yes |
19% |
|
No |
81% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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