Page 8 - Tax Free Catalogue Covers Research Report

Key Findings: The Max Diff Analysis clearly indicated that “Vacation” is the most popular theme for a pre-order tax free catalogue cover. Of the two “Vacation” designs, the image of the wave is liked the most. The “Fashion” theme is liked the least
8
Relative Appeal of Each Cover: Max Diff Analysis
➢ Although Max Diff scores for both “Vacation” themed covers were very similar (19.1 vs. 18.6), the wave image (1a) scored more highly for key factors such as likelihood to pick up and open. The wave image was also chosen as the cover liked the most by one third of travellers, compared to one quarter for the next most popular cover, the palm trees (1b)
➢ Although the “Product” themed cover with the perfume bottles (2a) was considered the best fit to the contents, it was one of the top three least liked covers, along with the two “Fashion” themed covers
Most Appealing Least Appealing
Cover:
Vacation 1a
Vacation 1b
Close Up 5a
Beach Babe 3a
Product 2b
Product 2a
Beach Babe 3b
Close Up 5b
Fashion 4b
Fashion 4a
Max Diff score
19.1
18.6
11.7
9.7
9.3
8.2
7.5
6.5
5.8
3.7
% Liked the most
34%
23%
9%
4%
5%
6%
3%
5%
7%
5%
% Liked the least
2%
3%
2%
2%
17%
20%
1%
6%
20%
26%
% Likely to pick up
80%
76%
59%
53%
50%
43%
53%
42%
39%
28%
% Likely to open
81%
77%
62%
58%
57%
47%
54%
51%
45%
37%
% Likely to read
76%
75%
59%
55%
53%
47%
50%
48%
44%
36%
% Consider best fit
17%
12%
8%
3%
7%
42%
1%
5%
3%
4%
Top performing covers Worst performing covers