Texas State Optical was interested in exploring ways to differentiate its brand. While the competition’s focus is primarily on value (e.g., the price of eyewear and BOGO specials) TSO was interested in placing a concerted focus on care the optometrists place on their patients. To communicate this unique strategy a series of advertisements were developed to share with consumers.
Consumer feedback was gathered using triads; this technique provided an ideal environment to assess this unique creative strategy. As a safeguard to prohibit group think respondents were asked to complete short worksheets prior to a group discussion. This technique helped force respondents to commit to an opinion prior to discussion.
This exploratory research was successful as it identified several opportunities to further strengthen the creative concepts. These enhancements helped create the most successful advertising campaign in the company’s history.