Monday, January 27, 2014

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 and, of course, pay close attention to my segments in this very interesting story about the value of celebrity endorsements.

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

Thanks for your time.  

Hispanic Performer Q: Celebrity Appeal among U.S. Latino Consumers

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

Study Results Now Available

First syndicated market research study designed to specifically measure Hispanic talent for the U.S. Hispanic market.

  • Sample design 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+ personalities (all types) evaluated with demographic profiles to determine their strengths and weaknesses (awareness and appeal).  While primarily covering Hispanic celebrities, the study   includes a variety non-Hispanic talent as well.
  • Additional data provided as follows:  category norms/personality type averages; target demographic rankings; traditional and social 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 can benefit your organization.  Call us at 516-365-7979 or by email:

New 'Dead Q Study' Now Available - Assessing The Value Of Deceased Celebrities

by Henry Schafer

Using deceased celebrities for licensing, marketing and advertising campaigns has evolved into a big business.   Over the past 16 years, our "one-of-a-kind" syndicated Dead Q study has provided various industries with a unique research tool to evaluate and track the current consumer appeal of recently passed and long-time deceased personalities.  Depending on the celebrity, we find that the consumer appeal can actually strengthen or weaken after death and could even change over time.  So, every two years we conduct an update to find out which dead celebrities are the most and least appealing in a variety of categories (e.g., actors, comics, musicians, singers, etc.).  

The strength of the emotional connection consumers have with the deceased celebrity plays a key role in determining their licensing potential and value as an intellectual property. 

Our Dead Q study measures over 150 deceased personalities, each rated by a nationally representative sample of 1,400 adults (18+), and is fielded every two years in the fall. Our Dead Q database includes approximately 1,000 deceased personalities and has data trends from earlier studies, dating back to 1997.  Data may be purchased in a variety of ways, as described below.

Full Study - Demographic profiles and target consumer rankings are included in the full study subscription.

Demographic Profiles - Demographic data on one or more deceased personalities is profiled by: age, age within sex, income, geographic regions, Nielsen county size, education, occupation, race and Hispanic ethnicity.

Target Ranking Report - All personalities are ranked by their Q Scores among a standard demographic target (e.g. women 18-49) or by a custom definition of the target consumer (e.g. males 40+ with incomes of $75,000+).

Custom Tabulations - Beyond demographics, other information can be accessed from our database such as purchasers of pre-recorded classic movies, home ownership, cable households, computer users and dog or cat ownership. Thus, for example, a ranking of celebrity appeal can be tabulated among "past year buyers of classic movies on DVD or Blu-Ray”, “apartment dwelling cat owners" or “Netflix subscribers”.

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: