A More Purposeful Use of Norms
Aug27

A More Purposeful Use of Norms

In advertising evaluation, as in much of market research, norms are a critical tool that provides valuable context. ‘Your ad scored 27%’ on a particular measure isn’t very helpful, let alone actionable, without a frame of reference – and that’s where norms come in! However, there are a few important caveats around norms that today’s time-pressured business decision makers often fail to take into consideration. First, the usual...

Read More
Is Advertising Research Focusing on the Wrong Side of the Equation?
Sep21

Is Advertising Research Focusing on the Wrong Side of the Equation?

For advertising to succeed, the creative content matters. Of course it does; few would argue that good ads are not more effective than mediocre, or bad, ads. But looking at all the emphasis on media placements in in-market advertising research, you’d think media placement issues are all that count.

Read More
Endangered Brands and Their Common Advertising Measurement Oversight
Mar21

Endangered Brands and Their Common Advertising Measurement Oversight

What marketers don’t track, they cannot diagnose or act upon – but should.

Read More
How Advertising Works Today
Mar21

How Advertising Works Today

The ARF just released the results of their ‘How Advertising Works Today’ study, touted as the most extensive industry study in more than 25 years. We were gratified to see that their findings line up very closely with ours – and mirror how we have for years been advising clients to optimize their advertising campaigns and spending allocations…

Read More
Design for Your Viewer and Their Goals
Mar18

Design for Your Viewer and Their Goals

While there are many other topics to consider when designing data visuals, taking into consideration these “three Ds” can provide the initial guidance necessary for presenting data in a way that is effective, aesthetically-pleasing, and clear.

Read More
The Perils of Copy Testing in Today’s Advertising Environment
Mar16

The Perils of Copy Testing in Today’s Advertising Environment

Advertisers spend millions of dollars copy testing ad executions before in-market launch, often testing in rough stages to avoid producing a commercial that could potentially be a weak performer. This research investment is widely regarded as prudent, to ensure that the investment isn’t wasted on advertising that may not perform. However, for the copy testing investment to be sound, it has to result in good decisions – which means...

Read More