RESEARCH

PROPOSAL
IMPACT OF NEW ARIEL TVC

Submitted by: Aqsa Akram, Mahrosh Salman and Saad Irfan

Contents
RESEARCH BACKGROUND ............................................................................................................................. 2
HYPOTHESIS .................................................................................................................................................. 2
RESEARCH PROBLEM................................................................................................................................. 2
RESEARCH OBJECTIVES ............................................................................................................................. 2
INFORMATION NEEDS-EVALUATING TVC ..................................................................................................... 2
GEOGRAPHIC COVERAGE .......................................................................................................................... 2
TARGET RESPONDENTS ............................................................................................................................. 2
METHODOLOGY AND SAMPLE SIZE .............................................................................................................. 3
FIELD FRAME WORK.................................................................................................................................. 3
RESEARCH PROTOCOLS ................................................................................................................................. 4
RECRUITMENT........................................................................................................................................... 4
RECORDING ............................................................................................................................................... 4
ANALYSIS ................................................................................................................................................... 4
Discussion Flow ............................................................................................................................................. 4
Timeline......................................................................................................................................................... 4
Cost Estimation ............................................................................................................................................. 4
DISCLAIMER................................................................................................................................................... 5

1|Page
RESEARCH BACKGROUND
New Ariel stain removal, a flagship product by P&G was introduced a month back in October 2017 that
have greater scent, more suds and better stain removal ability in one wash. Company claims that it has spent
50 years discovering what the women of this world need.
An ad was aired in October 2017 for a new ariel detergent to stimulate the trial of its new ariel. TVC
featured women all over Pakistan sharing their experiences of using the new ariel. It’s bullseye target
audience is housewives aged 25-54 years old having the household income of above 50k.
This document summarizes the research methodology proposed by research agency for understanding if
the TVC was convincing enough to generate trial of new Ariel among the housewives.

HYPOTHESIS
RESEARCH PROBLEM
The aim of this research is to gauge the consumer perception at the TVC in terms of impact, engagement,
liking and trial generation.

RESEARCH OBJECTIVES
Objectives of the research are as follows:
How well the ad has been perceived by the women across Pakistan.
Did the ad stimulate trial of new Ariel washing detergent?
Has the ad been liked by the women?

INFORMATION NEEDS-EVALUATING TVC

Research agency would evaluate the TVC to gauge the consumer perception in terms of impact,
engagement (To what extent the customer could recall the ad?), likes and dislikes to the TVC and
the positioning of the product in the minds of target consumers.
To evaluate daily media habits of the target group

GEOGRAPHIC COVERAGE
Research will be carried out in Karachi with sample size of 12-14 women who use the product and those
who didn’t try the product after watching the TVC.

TARGET RESPONDENTS
We will be targeting females, in the age bracket of (25-54) who are generally housewives. Women from
SEC B class would be targeted as they are our major target market. The chief wage earner of the family
must be having an income of 50,000 Rs or more. Our research will be targeted towards both the users and
the non-users of the product “Ariel”.

2|Page
We would particularly include those women who are fond of watching television and they have watched
this particular ad, in order to generate valuable insights regarding the TVC. The ad is particularly targeted
towards housewives and mothers and we would like to include their view point regarding the impact of this
TVC. Hence the research will only be conducted on those women who have watched the TVC at least once.

METHODOLOGY AND SAMPLE SIZE

We will be conducting in depth interviews of 12 to 14 respondents based on convenience or judgement
sampling. Our data collection instrument will be discussion guidelines since our study would be a
qualitative research as we need to gauge customer opinion regarding the TVC. Our targeted audience would
be shown the TVC and spontaneous reactions would be obtained. Along with that, we will have a detailed
discussion with the target audience regarding the impact of this TVC and has it or has it not generated trial
of the new Ariel. Majority of IDIs will be conducted in the category of nonusers in order to find the gaps
in TVC that could not generate trial among nonusers on the other hand we will try to extract the reasons
from the users of aerial as to what stimulated them to try the new aerial and if the ad was convincing enough
to lead to a trial.
In depth interviews will provide us information about the attitudes and opinions about the tvc, if the ad was
convincing enough to generate trial, and to what extent they liked or disliked the ad. In particular, in depth
interviews will help us identify on what attributes the tvc lacks, what do they like/dislike about the ad and
what improvements can be made to the concept. Based on the findings of the research study we will be able
to suggest future directions to P&G.

FIELD FRAME WORK

The discussion guide will be used by three of the researchers in the targeted city that is Karachi to extract
all the relevant information from the respondents. The interviewers will visit different malls, wherever they
can get permission to conduct interviews with the respondents. Also, they will use the convenience
sampling technique to identify those respondents which fall under the target audience and are willing to
give their time to the research.
Secondly questions will depend on what kind of answers are given and hence improvisation in questions is
a possibility.
Thirdly Interviewer must build good rapport with the respondent by devoting complete attention and
listening actively. A lack of interest by the interviewer would result in an unwillingness of the respondent
to answer. The interviewer’s ability to establish rapport will be very important to generate important
insights.
Lastly a detailed background must be provided by the respondents and elaborate data concerning the
respondent’s opinions, values, motivation, expression, feeling etc. would be obtained. Even their non-verbal
expressions would be observed.

3|Page
RESEARCH PROTOCOLS
RECRUITMENT
Respondents are recruited by probability sampling techniques like random sampling. Those who meet the
recruitment criteria would be interviewed criteria:
Gender: Female
Age: 25-54 years old
SEC: SEC B
City: Karachi
Income: 50k+
Recruitment criteria: Users of new Ariel and non-users of new Ariel
Must have seen the TVC
Fond of watching TV

RECORDING
Documenting the interview consists of making tape recordings, writing field notes and later expanding
those notes right after the interview is conducted.

ANALYSIS
Analyze the information to get a comprehensive view of the research conducted.

Discussion Flow
First stage of our interview will be the introduction phase, i.e. knowing about the customer and sharing
our purpose of interview with them to create a friendly environment.
Second stage will be to understand the target consumer Media Viewing habits and their perception and
attitude towards the advertisement.
Our Third and final stage will be to observe if the ad generated any purchasing intention in the target
audience towards the Ariel. Also, to seek suggestions from the interviewees in order to know what
improvements can be made.

Timeline
In Week One, project will be initiated and pre-field objectives will be completed. In second week, Field
work will be carried out to gather the data necessary for the research and once the data is collected, it will
be analyzed and final report will be submitted in 3rd and final week.

Cost Estimation
It is estimated that around Rs. 1 lack rupees will be required to conduct the research for a sample size of
around 12-15 people. Their interviews will be recorded and audio devices will be used to record the data
collected.

4|Page
DISCLAIMER
 Research agency adheres to ESOMAR guidelines in respect of confidentiality of the
respondents and data pertaining to the study project.
 The study data will not be shared by any other research organization and will not be used
for any other research project to be conducted by the research agency.
 After awarding the formal go-ahead to the agency, if the client wishes to cancel the
Project at any stage due to any internal reasons, the agency will charge 50% of the total
cost as cost accrued till the stage.
 Client enquiries will be entertained within two months after submission of report.

5|Page