“The Olinger Group is a pleasure to work
with! Professional, efficient and friendly as well—makes for a great combination.
Their pricing is competitive, services are great and the end product is always
excellent.”
Ana Huerta
National Association
of Realtors
The Olinger Group president, Jude A. Olinger, was recently quoted in the Wall
Street Journal on ad campaign effectiveness.
CABLE/COMMUNICATIONS COMPANY
One of the nation’s largest cable television/communications companies sought to discover why
their share of the African-American television market in a metropolitan area with a significant
African-American population was lower than expected. Furthermore, they sought advice on
how their share of the African-American television market could be increased.
In results gleaned via telephone survey, The Olinger Group discovered that the client enjoyed a
reasonably strong positive reputation in the market, generally, and among African-Americans in
particular. Results suggested that African-Americans demonstrate an affinity for satellite
television and are disproportionately interested in digital picture quality and a large channel
selection. Advertising promoting the clients’ digital cable offerings, targeted toward the African-
American community, was suggested.
Future research planned for the client will explore demand for African-American oriented
programming packages.
TELEPHONE COMPANY
A new telephone company sought to construct service packages in such a way as to maximize
consumer interest. The company was interested in exploring package preferences overall and
in examining any preference difference that might be found in certain key markets.
A series of surveys was conducted in markets in which the company was operational.
Traditional conjoint analysis was used in order to test consumers’ relative preference for various
elements of telephone service packages. Among other things, results disclosed that consumers
are averse to charges for local phone service.
TELEPHONE COMPANY
A fast growing telephone/telecommunications company was interested in testing the
effectiveness of its advertising. Results disclosed that, aside from a scoreboard ad at a
prominent football stadium, consumers were largely unaware of the company’s advertising, and
the company did not enjoy strong awareness among consumers.
Further exploration disclosed that the company had failed to establish a memorable image in
the public’s mind due to its near exclusive emphasis on price in its existing advertising. The
company responded to the research with a new campaign of humorous ads which, while still
emphasizing price, was much more successful in establishing a meaningful brand image.
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