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Exploring customers’ opinions on the cashback market.

The Challenge

TopCashback is a British cashback site that offers members generous cashback rewards on online purchases when they shop through retailers and service providers on its website. Their aim is to understand how their brand is performing and how effective their advertising campaigns are with viewers.

Research Approach

To achieve this, Vision One were commissioned to conduct an ongoing monthly brand and advertising tracker among 500 target-market customers, with the first wave setting the benchmarks for subsequent waves. An initial advertising evaluation was conducted using our AdProbe tool to pre-test Top Cashback’s new advertising campaign.
Vision One’s BrandVision was used to establish brand value benchmarks for TopCashback, incorporating the Brand Funnel and NPS metrics to optimise the brand’s positioning and the role of emotion.

Research Findings

In the initial advertising evaluation, our research showed that TopCashback’s execution has an improved AdProbe index score compared to the previous advertisement, due to a new focus on delivery and service explanation. The execution also scored well across a number of AdProbe’s key metrics, including Recall, Emotion and Impact into Action.

Action

The research was well received and confirmed internal hypotheses around how the advert would be perceived by consumers. The research provided TopCashback with valuable insights and suggested areas for improvement prior to the advert’s full launch.