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...