D I P S T I CK ST U DY
F IN D I N G S
CAMPAIGN CONCEPT PRETESTING
ZAIN E-GO – THE NEW WIMAX INTERNET SOLUTION
D I P S T I C K S T U DY O B J E C T I V E S
Testing the E-Go concept prior to launch to assess comprehension of the product, the benefit
and the offer features
Determine the success factors and viability of the concept in order to cater to the largest number
of the target audience
Help point out any major potential weaknesses that might be associated with the tested concept
Given the nature of the attitudes sought after, an extended investigation of the respondents’
reactions and the reasons that govern such reactions is important to answer the ‘why and how’ of
respondent comprehension, not just ‘what, where and when’.
Therefore, a qualitative methodology was chosen in order to generate detailed responses and
reactions to the tested ads as it basically yields in-depth answers to open-ended questions as opposed
to the quantitative methodology.
A focus group was particularly chosen to compensate for the time and cost constrains associated
with the subject study. The consensus among several individuals in a group toward one question,
advertisement, or tested element was believed to produce an objective insight that is more relevant,
reliable and realistic when compared to the subjectivity that may possibly occur in one-to-one in-
A sample of 10 respondents was chosen randomly and was composed based on homogenous
characteristics in terms of:
Age: 24-35 yrs
Education: Bachelors Degree
Occupation: Senior Employees
T H E D I S C U S S I O N G UI D E
What do you use the internet for?
What are you favorite websites?
What difficulties do you face when surfing the internet? (probe for line problems)
What would you imagine the internet in the year 2020?
What newspaper/outdoor ad do you remember seeing during this week? (general)
Upon showing three different layouts, the following questions were asked following each Ad:
What is the first thing that comes to your mind when you see this ad?
What is this ad telling you? (Record the time required for understanding the ad)
Do you remember seeing similar ads?
What do you think the actual benefit the product is offering? (probe)
Do you believe the ad? (probe for over-promising or under-delivery)
If you are to recommend this PRODUCT to your friend, what would you tell him/her?
If you are to recommend this OFFER to your friend, what would you tell him/her?
Do you think the ad is attractive? If not, why?
What have you liked/disliked the most about this ad?
AD # 1:
The overall impression upon seeing the Ad for the first time did not suggest a correct
understanding of the Ad content, which suggests that comprehension was not aided by the ‘first
Upon reviewing the Ad and reading the copy, respondents conveyed ‘discomfort’ with the visual
representing the product feature which was perceived as ‘irrelevant’ to internet services. The
copy was agreed to aid the comprehension of the service as an ‘internet service’, but not as a
‘wireless internet service’.
Two respondents recalled a similar Ad for Umniah’s WiMax service, without the ability to recall
the particulars of the mentioned Ad.
Respondents were unable to recognize an identifiable benefit when asked about the benefit
suggested by the Ad. When probed, it was noted that ‘freedom of limited connection means’ is a
general feature that can be applied to any internet service, not exclusively by Zain Ego (such as
Respondents expressed ‘disbelief’ of advertising in general, and provided an accepted
justification that ‘advertisers would never tell us everything about their offers, they will always
hide something in between’.
It was also noted that respondents would not proactively recommend the service to a friend
unless within a relevant context, such as a social gathering discussing internet connections.
However, the only friend referral they would propose is for a friend to contact Zain and ask for
more information, without any support by information presented in the Ad.
It was agreed by all respondents that the ad is ‘unattractive’.
The visual showing a young man bounded by room walls was particularly ‘disliked’.
AD # 2:
At first sight, respondents associated the Ad with ‘a product/service for school or university
Upon reviewing the Ad and reading the copy, respondents agreed that the ‘visual’ and the ‘copy’
are irrelevant. They associated speed with a running tiger, a car’s speedometer, and a big size
bicycle but not with a young man running a tiny bicycle.
None of the respondents recalled seeing similar Ads.
Respondents were able to identity the benefit suggested by the Ad as ‘A Fast internet line’.
However, it was nonetheless lacking association with the ‘wireless’ notion.
Miscomprehension was evident through the inability to re-tell the Ad’s message to a friend.
It was agreed by all respondents that the ad is ‘unattractive’.
The tiny bicycle was particularly described as ‘irrelevant’.
AD # 3:
At first sight, respondents associated the Ad with a ‘discounted service’.
The offer’s attractiveness diminished as respondents went through the copy.
Comprehension was clearly evident upon reading the copy as respondents were able to articulate
the product as a ‘wireless internet device’ that can be used everywhere. However, the ‘100JD
Free’ was not associated with the price of the USB device.
Several questions were asked by respondents of which answers were included in the copy, such
as the timeframe of the offer and the duration of subscription. The same suggests that the copy
is not ‘presented’ consistently in the Ad.
However, the Ad succeeded in creating interest as several respondents asked questions to find
out about the price, speed choices, and the available durations.
Once the annual subscription was explained further, respondents showed ‘lack of interest’ of
such an expensive offer and referred to it as a ‘luxury’.
Respondents were able to recall that the ‘WiMax Internet Service’ is provided by other service
providers such as WiTribe and Umniah on ‘installment’ basis, which was considered to be more
affordable and convenient.
Generally speaking, the tested Ads have not achieved the desired level of comprehension and
The study showed the tested Ads’ failure to generate responses that aid comprehension and
provide the target audience with further details following the ‘connect to a new dimension’
campaign launched earlier.
Association with a ‘Wireless Internet Device’ was not manifested except for the only respondent
who was exposed to the ‘connect to a new dimension’ campaign.
F I NA L N OT E S
Qualitative concept testing has its limitations as a means to identify and quantify the criteria
upon which consumer preference.
Qualitative concept testing fails to accurately quantify the relationships between consumer
response to concepts and consumer choice of existing products which compete in the same
consumer market. Thus, they were unable to provide a communication of the benefits of a
consumer product, closely representing the tested concept, to a high degree of accuracy.
T E S T E D L AYO U T S
Don’t let space limit your movement.
Zain E-go: Connecet from wherever
Layout # 2
Increase your speed limit
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