Case Study: Microsoft boosts ad effectiveness with Voxpopme

How Microsoft used Voxpopme to cast the best talent in their ad campaigns for increased ad effectiveness

Microsoft partnered with Voxpopme to improve concept testing for its “Real People” advertising campaign. As the company prepared to roll out the campaign globally, its research and ad teams wanted to identify which characters and stories would resonate most with consumers earlier in the creative process, going beyond traditional quantitative research to get deeper insight into audience reactions.

Using Voxpopme’s Video Feedback solution and end-to-end video research platform, Microsoft shared screening videos with consumers and collected self-recorded video responses, then analyzed transcripts, themes, and sentiment through Voxpopme’s video analytics tools. This helped Microsoft select the strongest character, Katherine, for both domestic and international campaigns, and the resulting ad performed in the top percentile of post-campaign ads tested, with additional feedback helping optimize the creative and avoid potential distractions from the message.

Microsoft

Anne Sedgwick

Senior Research Manager