Highlights was launching a targeted ad campaign and wanted to survey target markets to determine audience exposure to the advertising.

Shavon Brown, the Market Research Manager at Highlights, identified the project as “complex.”

“The project had a tight timeline. We wanted to do a pre-read sampling, before any ads and then again after to measure lift. These are smaller markets which are difficult to get a sample from in the first place,” Shavon said.

Highlights needed to find a partner who could see them through the subtle complexities of this project.

Highlights partnered with Precision Sample to facilitate their research. Precision Sample was able to execute according to Highlights’ timeline demands, while also collecting a quality sample from their small target market.

“Precision Sample was able to turn this around really quickly for us. They were able to not only get a sample but a readable sample - which is incredibly important,” Shavon said.

When comparing the target markets to a nationally representative sample, Precision was able to provide just that. “Precision has consistently provided us with a nationally representative sample, in a timely manner, without us needing to weight data. They have reflected the latest Census data in each sample without us needing to hit quotas. It is very important that we get that—and they deliver,” said Shavon.