BURBIDGE, MITCHELL AND GROSS

Cicero conducted focus groups for Burbidge, Mitchell and Gross in key cities nationwide to assess consumer understanding of technology product advertisements. This research helped test government allegations and delineated whether specific claims and language in the advertisement were deceptive. The focus groups were carefully profiled to parallel the specific consumers targeted with the advertisements. Cicero also conducted extensive in-depth interviews with consumers to eliminate any potential of group-think bias. Cicero analyzed response trends of the aggregate group, but also by different demographics such as previous experience with similar types of products. Cicero recommended the advertisements be replaced, but also outlined specific, substantive, and actionable ways the advertisements could be improved to minimize consumer confusion, assuage government concerns and actually augment the sales effectiveness of the advertisements.