A technology client came to us for help designing a multi-segment study to better develop their understanding of the ads space following changes to privacy restrictions. Primarily, they were looking to dive into their youth audiences to understand how they experience the ad ecosystem, while also gaining feedback from advertisers themselves on how they approach personalization and privacy restrictions for this particular audience.
Our client’s primary research objectives included:
In this study, we conducted one-on-one interviews with young adults (ages 18-21), including some participants who were more sensitive to data privacy, to understand how they consume digital content. We also interviewed a range of advertiser segments, including both in-house and agency roles across small to large ecommerce and retail businesses.
By comparing the experiences of both audiences, we were able to uncover how their perspectives intersected, where mismatched expectations could arise, and how preferences and approaches differed.
Our ads UX experts delivered in-depth insights on youth mental models and their overall understanding of online ads ecosystems, as well as key takeaways on advertisers’ experiences with their ads tools.
AnswerLab provided findings and recommendations, including:
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Advertising is a complex space with multi-dimensional strategies and several key players who make up the industry, from buyers to sellers to agencies to the media.
Regardless of your place within the industry and the audience you’re targeting, AnswerLab can help you understand the nuances of each research question and audience to contextualize them within the broader ads landscape.
Get in touch with our team to learn more about our ads expertise.