Case Study: a non-profit public health initiative launches a successful parent-directed campaign with Greenbook's Springboard Market Research

a non-profit public health initiative launches national campaign in 5–6 weeks with Greenbook

The customer, a non-profit public health initiative, faced an urgent challenge: its national campaign aimed at parents of adolescents from diverse backgrounds risked missing its audience. To ensure the campaign's tone and content would resonate across different socioeconomic and cultural contexts, they needed timely and representative feedback. They partnered with vendor Greenbook and the research firm Springboard Market Research to conduct qualitative research.

Springboard Market Research implemented a solution using racially matched interviewers to conduct remote sessions with parents, ensuring cultural alignment for authentic feedback on multiple creative concepts. Greenbook's vendor partner delivered a final report in 5-6 weeks, which led to the validated campaign's launch. This interview-driven creative validation was followed by a sharp decline in the incidence of the targeted risky adolescent behavior.