Context:

As a final group project for my Research for Consumer Insights, we conducted a research experiment testing brand salience (i.e. ad recall) and product preference for meme vs. non-meme advertisements—a topic we thought was pertinent, especially given potential opportunities in market segmentation for youth.

Methodology:

• Researched marketing landscape for consumer trends in Native Advertising, especially for memes and Millennials. 

• Set hypothesis:  Meme advertisements are more effective than traditional ads at getting positive brand perception and ad recall.

• Created a qualitative survey and tested on a convenience sample (N=68). Survey takers were randomly given either meme or non-meme advertisements.

• Analyzed and ran tests on SPSS.

Skills:

• SPSS 

• Qualtrics 

• Survey writing and procedures  

• Hypothesis testing (Pearson Correlation, Independent Samples T-test)

Insights:

• Individuals who viewed meme ads had higher happiness (p-value=.004) and lower boredom (p-value=.003).

• The average number of meme ads recalled was significantly higher than non-meme ads (3.81 vs. 3.16) for the same brands.

• Potential additions to this project might include testing for brand "authenticity" with focus groups, as well as pre-screening sample pools.