"infobreak offers great measurable value for money and allowed us to communicate a lot more than a traditional 30 sec spot."
Jayne Ansin, Marketing Manager, Q-Med

"They've allowed us to target clients effectively, test new concepts in the market far more timelessly than could ever be achieved using traditional market research..."
Bradley Goldschmidt, Joint CEO, Insurance Line

infobreak commissioned Sean Adams of The Seed research to conduct an extensive market research study to explore how consumers perceive various media and in particular how they relate to information break tv segments. This was implemented in two stages with both qualitative and quantitative studies providing in-depth insights.



Stage 1 Qualitative research was conducted in Sydney via 4 extended focus groups with women 25-44yrs daytime tv viewers who were recently actively involved in a major financial services purchase decision. Stage 2 Quantitative research was conducted via 500 online surveys to provide substantiation of key findings.



The research identified a range of unique performance attributes which are a result of a number of different factors which work together within information break segments:

• 80% agree/strongly agree infobreak presenters have a friendly style = a more receptive audience to your selling message
• 79% agree/strongly agree infobreaks are informative = they have the ability to tell the whole story about your complex product/service
• 74% agree/strongly agree infobreaks provide practical step by step approach = increase comprehension about product benefits
• 63% agree/strongly agree infobreaks provide good examples = a fuller understanding of issues involved around complex purchase decisions
• 62% agree/strongly agree infobreak segments are believable = reinforcement of brand credibility and trustworthiness

A major finding of the research was that whilst respondents realise that infobreaks are commercial segments, they see them as unique and different occupying a position between advertising and programming. Their point of difference lies in their ability to provide more information and tackle the issues in consumer's minds in a friendly manner so that they have a better understanding of the product or service.

In addition, the research identified that many consumers view infobreak as a highly credible in comparison to a lot of other seemingly more, well established mediums. To access a better understanding of this breakthrough market research please feel free to contact us for a personal presentation at your convenience.

For a presentation of market research into comparative media performance for complex products and services click here

infobreak's benefit of guiding people through a purchase decision to stimulate a response makes it advertising you can count on^TM