New - Hispanic Performer Q Scores Study

by Henry Schafer, Executive Vice President

  

The Industry Has Asked and We Have Answered…

Introducing Hispanic Performer Q

A New Syndicated Service Dedicated To

Measuring The Awareness and Appeal

 Of Hispanic Celebrities Among U.S. Latino Consumers

Sign up by: August 15, 2013
Study Begins: September 9, 2013

Here is a unique opportunity to participate in the first syndicated market research study designed to specifically measure Hispanic talent for the U.S. Hispanic market.

Having tested the methodology in an industry sponsored pilot study, we are ready to move forward as follows:

• Sample design is developed to nationally represent all segments of Hispanics between the ages of 16 and 64
• Online interview (in Spanish or English) with proper representation of language spoken in the home (Spanish dominant, English dominant or both equally) and respondent country of origin
• 400 Hispanic personalities (all types) evaluated with demographic profiles to determine their strengths and weaknesses (awareness and appeal)
• Additional data provided as follows:  category norms/personality type averages; target demographic rankings; media/technology usage behavior; general consumer behavior; and customized questions that can be cross-referenced with the celebrity data

Please contact us to discuss this study in more detail and see how it could benefit your organization.  Call us at 516-365-7979 or by email: henry.schafer@qscores.com

NEW: International Performer Q Scores

Here's your opportunity to measure celebrity awareness and appeal around the world with custom designed studies to fit your specific objectives 

Tap into the opinions of millions of authentic international consumers to measure the strength of the emotional connection between your target demographics and specific celebrities (global or local) in over 40 countries

Studies will be conducted with an online consumer panel that reaches over 8 million consumers on four continents.  Q Scores is your global connection for multi-country research.  

• Nationally representative samples in each country
• Targeted demographics
• All interviewing conducted online with appropriate language translations
• 10-14 day turnaround from start of fieldwork to delivery of results
• Executive overview of the key findings

Similar studies can be conducted on the awareness and appeal of characters, licensed properties, television programs and brands.  In addition, Spokesperson Evaluation studies which connect potential spokespeople to a brand are also available.

Call us at 516-365-7979 or by email: 

steven.levitt@qscores.com, henry.schafer@qscores.com, francine.purcell@qscores.com

Q Scores Study for Non-Profits

by Steven Levitt, President and Henry Schafer, Executive Vice President


If you are the person involved in any of the charitable programs for your organization, this is a unique opportunity to evaluate a charity's marketplace position and better understand the effectiveness of its fundraising efforts.  If you are not involved in your organization's charitable efforts, please forward this link to the appropriate person in your company.

As you move forward with your fundraising and marketing programs, we invite you to be part of a “brand” study dedicated to measuring how consumers perceive and express their support of specific cause marketing organizations.

As the industry leader in evaluating consumer appeal of brands, we have been encouraged to begin such research in this field.  We will provide answers from the marketplace such as:

• How strong is the emotional attachment (connection) between the cause marketing brand and the consumers who make contribution decisions?
• Is the brand getting its fair "share-of-mind" and "attention" which leads to "share-of-dollars?"
• How well regarded is the brand and by whom?
• Is the brand image reinforcing a desire to support it?

This planned nationally syndicated study will focus only on charitable organizations like those shown on the sample questionnaire below.  This is a unique opportunity to evaluate the marketplace position of these brands, which may help to maximize the effectiveness of your organization's involvement in various fundraising and marketing programs.

Here are the details about this upcoming study:

• Will cover up to 60 non-profit organizations
• Total results will be provided to all subscribers
• Based on surveys with a national sample of 2,000 adults

• Sign up by February 4, 2013
• Study to begin February 18, 2013
• Results available by March 29, 2013                          

Please contact us to discuss this study in more detail and see how it could benefit your organization.  Call us at 516-365-7979 or by email: steven.levitt@qscores.com, henry.schafer@qscores.com

Here's an example of the questionnaire and the areas of measurement that will be covered:

The Value of Celebrity Endorsements

by Henry Schafer

Celebrity endorsements can have a significant impact on increasing consumer awareness and purchase intentions for virtually every product category.  The key ingredient for making this work is insuring that the celebrity spokesperson is perceived to be compatible with the brand and the product category, and that these important perceptions are based on the brand's target consumers (primary purchasers).

Our celebrity Q Scores database (unique history for over 25,000 celebrities) and custom designed Spokesperson Evaluation Studies are both suited to help our clients make the most informed decisions for choosing the "right" celebrity to represent their brands.  In effect, the objective is to determine the best possible "compatible fit" between the personality attributes of the celebrity and the image attributes of the brand -- yielding high awareness and impact against the intended consumer target.  The perceived relationship between the celebrity and the brand needs to be evaluated on the following dimensions:

• Sensible and appealing
• Believable
• Appropriate
• Motivating to the purchase decision

The perceived celebrity/brand relationship needs to be strong in all of these areas for the campaign to make a difference.  Our Q Scores database and proprietary Spokesperson Evaluation Studies effectively steer our clients down this important decision-making path.

Check out this video http://shopping.yahoo.com/financially-fit on Yahoo! Finance for more insight and enjoy seeing a short and interesting piece about the value of celebrity endorsements -- and, of course, pay close attention to my comments!

Feel free to contact me for more details at henrys@qscores.com or call me at 516-365-7979.  If I'm not available, ask for Fran Purcell or Steve Levitt.

Thanks for your time.  

  

Daytime Talk Shows -- Growing Appeal and Advertiser Value

by Henry Schafer

As we move into the new broadcast television season this fall, more well known TV stars are targeting the Monday-Friday daytime audience with entertaining talk shows.  This is good news for viewers who can follow their favorite TV celebs into this engaging daily environment and good news for advertisers who will have their commercials exposed to more attentive viewers, especially females, yielding greater impact and lift for brand image and purchase intentions.

Over the past four seasons this popular daypart has seen the talk show category grow from 13 or 14 shows up to 17 going into the current 2012-13 season.  With this growth has come a variety of entertaining "newbie" talent to this genre such as Anderson Cooper, Katie Couric, Steve Harvey and the return of a revitalized Ricki Lake.

As can be seen in the following chart, since the 2008-09 season, the average Positive Q Score for daytime talk shows among the key viewer segment of women 18-49 has consisitently grown 9 points from 11% up to 20%, while the Negative Q Scores have steadily declined 11 points to a four year low of 22%.
			Women 18-49
			Positive	Negative
			Q Score	Q Score
			%	%
		Fall 2008	11	33
		Fall 2009	17	27
		Fall 2010	19	25
		Fall 2011	20	22

Let's see what the next few months hold in store, as viewers become more acquainted with the "newbie" talk show hosts this season and how this influx of engaging talent will impact the advertising environment.

We will be measuring these developments in our upcoming TVQ surveys this fall with a number of reports to be issued during the October-December 2012 viewing period.

Stay tuned.

Tide Picks BETTY WHITE. Why? Is It Just Her Name?

by Henry Schafer

According to the Q Scores Company, which tracks the popularity of about 1,800 celebrities, Ms. White is tied with Tom Hanks as having the highest favorability rating. Among the 70 percent of respondents who knew who Ms. White was, 51 percent said she was one of their favorite celebrities, up from 27 percent who said so in 2004. “She’s in the stratosphere,” said Henry Schafer, executive vice president of Q Scores. “She’s not afraid of making fun of herself, and that’s a good quality, and her appeal cuts across all age groups.”

reprinted from NY Times Business Day 8/3/12

The Most Appealing Celebrity in America is____?

by Steve Levitt

Fill in the celebrity of your choice and you are probably way off target!

Could it be Oprah, Kim K., Sofia V., Clooney, Julia?????

Actually, it's Betty White!!  Believe it or not.  She achieved the highest Q Score in our most recent study of 1800 celebrities released in March 2012.  To be fair, however, she tied with Tom Hanks who has been at or near the top for 10 years running.

Betty White demonstrates remarkable staying power with high awareness, averaging nearly 70% recognition among all Americans since 2004.  As seen below, she has grown significantly in her appeal over the past 8 years.

		2004	2007	2010	2012
		%	%	%	%
Positive Q Score		27	30	40	51
Negative Q Score		14	13	10	9

To say she is adored in her "Hot in Cleveland" role and other guest TV appearances during this time frame is clearly an understatement.