ochoandco.files.wordpress.com · Web view2016. 4. 30. · Ocho & Co. Creative Research. Methodology. Qualitative one-on-one interviews. Findings. Generally, the concept behind the

Ocho & Co.

Creative Research

Methodology

· Qualitative one-on-one interviews.

Findings

· Generally, the concept behind the ads was well received. Interviewees said they would click on it if they saw it airing online because it appealed to them.

· Everyone got the concept of what we were advertising: interviewees always understood that the ad was about a vacation in a home, rather than a hotel. This is evident because all of hashtags we asked them to come up with conveyed this ‘vacation’ idea.

· Interviewees could mentally picture the storyboard we showed them airing on TV and digital streaming. Most people said they pictured the ad in a magazine.

· Our findings showed that we needed to change certain aspects of the commercial to be more relatable. A majority of interviewers said they didn’t think they could afford a house of the quality we advertised.

· When asked about social media usage, many of interviewees reported using social media in the morning as soon as they wake up, in the afternoon around lunch, and evenings at dinner or before bed. There wasn’t really a preferred social media, however, Pinterest received the most mention when asked which app they use most.

Conclusions

· Pinterest, Instagram, FB, Twitter are popular social media for the demographic.

· Magazine Format→ Maybe change it to social media format

· We need to change certain aspects of our commercial: in the scene where we show the children’s boredom we need to change action of the kids bouncing a ball off wall. We just need to show boredome different ways because we don’t want to contribute anymore to the stigma that millennials destroy homes.

· We need to target online ads on Hulu to shows in our demographic, like Lifetime, E!, Bravo, etc.

· We decided to go with the hashtag “#Homeawaycation”. While this was our original idea for a hashtag, around 60% of interviewees came up with this exact hashtag on their own.

APPENDIX

Interview Questions

PLEASE READ INSTRUCTIONS:

Get one or two interviewees (Motherly Millennials) and ask them for 20 minutes of their time to help you with a senior project. Take a picture of them and keep notes. Download the LOGOLESS ad(s) and be prepared to show them either printed or on a screen. SAME THING with the commercial storyboard. Carefully go through each question and record their response.

1. Do you have kids? (yes/no)

2. What is your favorite social media platform?

3. What time of the day would you say that you use ___(Favorite social media)__?

4. Think of a hashtag for this ad.

5. What do you think this ad is for? Why?

6. Where do you think this ad would be? Why? (As in platform, i.e. billboard, TV, magazine, etc.)

7. If you saw this on __(favorite social media)__, would you stop or click on it? Why or why not?

8. What do you think of this ad? What do you like about it? What don't you like about it?

9. What would you change if you could?

10. What did you like about this?

11. What would you change about this?

12. Where do you think you would see this video?

13. So now that you know what the commercial concept is, what do you think? Do you like it? Why or why not?

Ashley Garcia, 20

Do you have kids? (yes/no)

No.


Twitter.


After I wake up and right before I go to bed.


#summervacation


Promoting that place. Like a resort or a hotel. Because of how nicely everything was set up and how it was photographed.


Probably magazine.


If I saw it on twitter I’d think it would be spam because it’s too pretty to be on twitter.


I think the first one captures my attention more because of the beach and the windows and it looks more like a house that I would want to vacation at. But the second one just looks like… there’s nothing that pops out to me other than that it’s a house. If I didn’t know what HomeAway was, I would think that it was someone’s house.


Maybe add a picture of the inside of the house. Maybe a fireplace and couches and make it look more cozy.


I think it’s a good idea to show that the kids are fighting because that’s a reality. I think it’s a good idea to capture that they’re arguing over music because that’s what our generation is like. I think the concept was a good idea. I think maybe it would be more like, it would capture my attention more if the hotel owner was knocking on their door and telling them to quiet down instead of the neighbor. I think it’s cute. I just like how it captures the happiness, like even if those weren’t the pictures and captures the happiness of everyone and I think that’s important in an ad – showing that everyone was satisfied.



Probably on TV.


I think it’s a good idea. It has the right elements to it and it captures the audience’s attention and it shows that it’s a real-life situation that happens on vacation.

Manda Navarijo, 23

Do you have kids? (yes/no)

No.


Tumblr.


After work, so evenings.


#DreamVacation


It looks like a getaway sort of advertisement because typically people associate the beach with vacations or getaways.


Magazine.


Probably not. I don’t typically click on advertisements on social media platforms.


The font could be a lot better. The picture is definitely an eye-catcher. The font is what you need to work on.


The font. Maybe what is contained within the font. Like, a more brief but in depth explanation.


Cliché but it gets the point across.


I don’t know if I like it. Like if it was the kids like kicking the back of an airplane seat and the person in the seat were annoyed it would be more effective. Maybe make it less of an all American cliché.


It’s one of those annoying videos you see before the YouTube video you really want to see.


It’s alright. It’s nothing spectacular that would stick out but it’s not the worst thing ever.

fTaylor Kaufman, 22

Do they have kids?

No.


Instagram, I like visuals more than words, and it’s easy to work and I like to keep up with what my friends are doing.

· How do you feel about ads on insta?

They are kind of annoying, but I don’t deactivate because I like some of them. I feel like seeing sponsored ads wouldn’t make me follow them.

3. Great, what time of the day would you say that you use Instagram (Favorite social media) Check often throughout the afternoon and before bed.


She thought really hard about it for a good 30 seconds then said, “could the hashtag just be Homeawaycation?”


Obviously HomeAway, she has heard of HomeAway previously.

6. Where do you think this ad would be? Why? (i.e. platform: billboard, tv, magazine, etc.)

Probably like Facebook. Nowhere else, to her it looked like a Facebook ad.

7. If you saw this on Instagram would you stop or click on it? Why or why not?

Probably not, I think it would’ve needed to be more intriguing, like an island shack, or a more exotic destination.


Overall, she said each scene felt really basic. “That commercial could’ve been advertising anything, it wasn’t specific to HomeAway.”


Take out the car scene, keep the kids but make them being more interactive, add some humor to it.

I don’t like how she remembers seeing the HomeAway add, I feel like it’s basic commercial cheesy.


On a TV commercial

Rachel Strickland, 25

Michelle Kinietz, 23

Do they have kids? yes/no

Rachel: “No.”

Michelle: “Yes, I have a son who just turned 6.”

2. What is your favorite social media platform? 

Rachel: “Instagram. I’d rather look at visuals such as pictures and videos compared to reading opinionated articles on Facebook.Although, my second favorite social media outlet is Facebook.”

Michelle: “Facebook is my favorite social media site, but I don’t get on as frequently as some of my friends.”

3. Great, what time of the day would you say that you use ___ (Favorite social media) __?

Rachel: “Around 8-9 P.M., because I want to be in the know of events and I enjoy looking at memes.”

Michelle: “If I get on it’s when I have absolute free time or whenever I enjoy my lunch break at work. Timing wise would have to be ranging from 12-2P.M. or after 9P.M.”


5. What do you think this ad is for? Why? 

Rachel: “I would have to say something to do with renting properties or vacation rental properties.” 

Body Language: attentive, focused

Michelle: “I’m thinking maybe a second home or a vacation house. It’s really fancy so nothing I’d own soon.”

Body Language: Not as interested, relaxed

6. Where do you think this ad would be? Why? (As in what platform. Billboard, TV, magazine, etc.) 

Rachel: “I imagine it being in a magazine or as a sponsored ad on social media. I think that #HomeAwayCation would be fitting.”

Michelle: “I’m really not a fan of hashtags so I’m not too sure, but something about related to a #luxurycation.”

7. If you saw this on __ (Favorite social media) __, would you stop or click on it? Why or why not?

Rachel:” I would stop, but I probably would only look at it and keep scrolling. I don’t have room in the budget for such luxuries.”

Michelle: “I’d stop to daydream and maybe check the link out to see what it’s all about but with those pictures I don’t think it’d be fitting with our finances.”


Rachel: “I would stop scrolling on insta to take a look at the house. In the second picture I think the lighting is beneficial and the type goes well.”

Michelle: “I like the pictures of the two houses, it’s fitting due social media’s perceived ideas of success.”

9. What would you change, if you could? 

Rachel: “I would target an older audience digitally.”

Now bring up the storyboard of the commercial.

Michelle: “I would include a range of different house, such as more affordable ones for smaller family getaways.”

10. What did you like about this? 

Rachel: “I favored the slogan the best, it’s smooth.”

Michelle: “It’s so relatable. I like that it’s entertaining and includes both sides of being a “mom” because we all have those friends such as the group mom and real moms.”

11. What would you change about this? 

Rachel: “The split screen is distracting; I think you should focus on one or the other as in making multiple commercials.”

Michelle: “Maybe use a different reason for leaving the hotel. It’d be funny if the family was fighting with the family group. Starting from the road trip, to the check in and finally both the banging on the walls.”

12. Where do you think you would see this video? 

Rachel: “I can see this playing as a T.V. ad.”

Michelle: “As a video before a YouTube ad or online somewhere.”

13. So now that you know what the commercial concept is, what do you think? Do you like it? Why or why not? 

Rachel: “I like the commercial concept, but I think it needs to be simplified. I think it’s a good idea and a useful resource when brainstorming for future vacation plans.”

Michelle: “I like it. I think it’s a great start. I’d pick a catchy song, maybe dealing with vacations or something just so you can catch that extra attention.”

Nadeline Pierce, 21

Do they have kids?

No.


Pinterest.

3. Great, what time of the day would you say that you use ___(Favorite social media)__?

Afternoon.


#VACATION


I think that this is an AIrbnb Ad. Never heard of Homeaway

6. Where do you think this ad would be? Why? (As in what platform. Billboard, tv, magazine, etc.)

Vacation magazine because of what it is advertising

7. If you saw this on __(Favorite social media)__, would you stop or click on it? Why or why not?

Yeah because I love the ocean


Homeawaycation is too long. It isn't attractive. I like the pictures.

9. What would you change, if you could?

It looks good, I just don’t like the Homeawaycation. I would change that.

Meagan Roberts, 22

Do you have kids?

Yes


Facebook


Night time


She definitely thought about saying #homeawaycation but she said since it’s already in the ad so she would probably use #staycation because when she’s on vacation she wishes she could stay as long as possible. She said she liked the ads and didn’t really have a distinct body language…


She said it looked like they were trying to sell a home instead of a hotel. So, she understood that it was going to be for a short period of time..not to buy a house. She said, “it’s basically a home away from home.”


Magazine or spotify


She would stop a read our ad on facebook but she wouldn’t click on it unless she happened to be looking for a place to stay for a vacation.


If it gave some sort of deal, she would click on it. Maybe for first time users to the website, give some sort of discount. She also mentioned that the ad looks unrealistic because the house was HUGE…


Make the home more realistic for motherly millennials to afford for a vacation. She’s not going to click on something that she doesn’t think she can afford.. Maybe add a picture of a family or a couple going on vacation in the ad. Also, a group of friends would be beneficial if we aren’t not only talking about actual families but millennials that could be the mom of the group.


She likes that homeaway seems easy to use and maybe that’s what people remember it for. She likes that there are two sides to the story. The one with the family and the other with friends.


She didn’t have anything to change


YouTube or sponsored post on instagram.


She did like it. Thought it could be effective with showing both sides of the vacation, how it would be before homeaway and then after as well as the two different motherly millennial groups.

Documents

ochoandco.files.wordpress.com · Web view2016. 4. 30. · Ocho & Co. Creative Research. Methodology. Qualitative one-on-one interviews. Findings. Generally, the concept behind the