- A global worldwide Online Travel Agency (OTA) wanted to test two videos designed to encourage mobile app downloads and purchases.
- Online quantitative study among travelers. The ads were tested monadically. In addition, a group of respondents participated in a one-on-one chat session during the survey to gain greater depth of understanding.
- Identified a clear “winner”. Informed targeting (particularly among women and iPhone users), as well as provided recommendations for improvement (clearer value prop, explanation of functions, and an incentive for trial).