‘Stock Images Tested: Does ethnicity in marketing images impact purchases?’ – ‘MarketingExperiments’ Blog

Paul Cheney says, “Does ethnicity in marketing images affect a campaign’s performance?

Besides being an important marketing question, it’s also an interesting social question.

The MECLABS research team asked this question because they needed to find the best performing imagery for the first step in the Home Delivery checkout process for a MECLABS Research Partner selling newspaper subscriptions.

The test they designed was simple enough:

Background: Home Delivery ZIP code entry page for a newspaper subscription.

Goal: To increase subscription rate”.

Stock Images Tested: Does ethnicity in marketing images impact purchases?

MarketingExperiments Blog