PISO POSIBLE CONCEPT TESTING WORKSHOP

TEAM

Gian Jeremy Suyat, Felisse Yupano, Peter Bacatan

DURATION

Feb to June 2016

OVERVIEW

Migo Entertainment is a technology startup that aims to bridge digital divide by delivering entertainment and education to consumers in emerging markets. Migo develops a combination of hardware and software technologies that facilitate the delivery of media content - award-winning TV shows, movies, and documentaries - through community kiosks and enable users to download and watch on their mobile phones without Internet.

As we prepare for the launch of our product back in August 2016, I led a project that involved developing the marketing campaign for our product launch. This project involved uncovering our big idea, creating our key slogan, and creating campaign materials and visuals that we can release in several communication channels. This project involved 2 key workshops - the first involves the campaign’s Big Idea and the second involves the campaign materials.

We then finalized on a marketing campaign concept after these workshops.


WORKSHOP PART 1: THE BIG IDEA: PISO POSIBLE

In coming up with our big idea/key slogan, the brief that the team worked on was how we could establish Migo as a ‘friend’ of the common Filipino who could bring opportunities and a different kind of entertainment to everyone.

After several brainstorming sessions with the team, our Department Head, and CEO, we settled with the key slogan: Piso Posible (translated as Piso Possible). Piso stands for the official Philippine currency while Posible is Filipino translation of possible. Piso Posible suggests that Migo is the answer to the common Filipino’s struggle in getting affordable access to entertainment. With Migo, the common Filipino’s Piso (equivalent to $0.02) can unlock many possibilities.

To understand whether this slogan resonates well with our target audience, we decided to hold an FGD and workshop. We had 5 participants - mostly mothers and high school students. Prior to the workshop, participants were already aware that Migo is a content-delivery platform.

In this workshop, we were testing two things: Perceived Meaning and Stickiness.

  • Perceived Meaning

    • Is the slogan easy to understand?

    • What meanings does the audience associate with the slogan?

  • Stickiness

    • Is the target audience able to remember the slogan even after a given time?

We structured the workshop into 4 parts: Brainwriting, CardSorting, Discussion, and Recap.

We had the participants write their thoughts on a sheet of paper and do the card-sorting activity on their own first so as to avoid their answers being influenced by what their fellow participants have shared. We then proceeded to discussing individual answers and probing on the thought process behind their responses, which was then followed by a 10-minute break. As we were wrapping up the workshop, we asked the participants once again to recall the slogan we presented to see whether they remembered it.

ROLES:

  • PRODUCTION & DESIGN OF RESEARCH MATERIALS

    Together with my teammates, we brainstormed on the workshop structure and thought of how we could get varied opinions on the topics that we were testing.

  • WORKSHOP FACILITATION AND KNOWLEDGE BROKERING

    I was one of the facilitators of the workshop. This involved presenting the prompts, running through the questions, and probing on answers that need more elaboration.

  • QUANTITATIVE & QUALITATIVE ANALYSIS + INSIGHT GENERATION

    Together with my team, I compiled and processed the qualitative data to identify core learnings. I also led the production of the report deck and project update that we sent to our Department Head and CEO.

 

WORKSHOP PART 2: PISO POSIBLE CAMPAIGN MATERIALS - AFFORDABILITY, ACCESSIBILITY, AND ENTERTAINMENT

After testing our key slogan, we developed materials that highlight scenarios that show Filipinos’ common perception of what is possible with just 1 Peso. These scenarios were executed through the use of exaggeration to attract attention and stick to the audience’s minds. We then ran an ad testing workshop to determine if our materials are able to deliver the message that we want to convey and if our audience could relate well with the posters.

WORKSHOP STRUCTURE

Questions and Topics to be Tested

In this workshop, we were trying to test three things: Reception, Stickiness, and Perceived Meaning.

  • Reception

    • What emotions do the concepts evoke?

  • Stickiness

    • Are the concepts easy to remember?

    • Does the audience find the concepts simple, catchy, and relatable?

  • Perceived Meaning

    • Are the concepts easy to understand?

    • Does the audience associate [affordability], [accessibility], and [entertainment] with the concepts?

    • What does the audience associate with the concepts?

Participants and Groups

The workshop involved 3 groups with 5 participants each. We divided the participants into three groups and assigned a certain point of focus for each group. Group 1 was focused on just Visuals, Group 2 for just Copies, and Group 3 for the overall poster. We decided to structure the groups this way to test concepts in isolation and identify unique opinions.

ROLES:

  • PROJECT LEAD: PROJECT SCOPING + TASK DELEGATION

    I led my team consisting of 2 visual designers and 1 marketing specialist n defining the deliverables of this project. I was the pointperson on all updates related to this project and was reporting directly to our Department Head and CEO.

  • PRODUCTION & DESIGN OF RESEARCH MATERIALS

    Together with my teammates, we brainstormed on the workshop structure and thought of how we could get varied opinions on the topics that we were testing.

  • WORKSHOP FACILITATION AND KNOWLEDGE BROKERING

    I facilitated the workshop for 1 out of the 3 groups that we had. This involved presenting the prompts, running through the questions, and probing on answers that need more elaboration. I also trained all the other facilitators and notetakers prior to the workshop day.

  • QUANTITATIVE & QUALITATIVE ANALYSIS + INSIGHT GENERATION

    Together with my team, I compiled and processed the qualitative data to identify core learnings. I also led the production of the report deck and project update that we sent to our Department Head and CEO.