Progressive conducted a total of 13 waves of tracking for the learndirect scotland consumer brand, tracking above-the-line advertising performance and its impact on the brand overall. This method of tracking over a consistent period of time has helped lds to move and evolve their brand values from launch to the present. Progressive has played a key role in providing actionable results and recommendations to assist in the development of the brand's strategy. During the time Progressive was tracking the learndirect scotland advertising, four different campaign creative executions were used. Our research helped identify wear out and provided insight to help direct the creative development process.
A similar approach was adopted for tracking of the ILA Scotland brand and advertising, and a more tailored methodology used for measuring the impact of The Big Plus campaign due to the sensitive target audience.
In late 2006 Progressive worked with SUfI to combine these three tracking surveys into one single CAPI-based tracking study. This change was recommended by Progressive to help save lds money, to improve the ease of administering the questionnaire (leading to a faster turnaround of results) and also to improve the quality of the data and accuracy or responses by allowing full TV ads to be shown. Four waves of the combined study were undertaken and SUfI reaped the benefits of this new approach through cost savings and greater robustness of the data.