|
Design/Methodology:
- ads@work: Two-stage test. Stage 1 - CAPI
based interview of about 15-20 minutes. Stage 2 –
consists of semi-structured “diagnostic” interviews
with sub-set from stage 1 sample. Usually, we will interview
125-150 respondents in phase one and the sub-set consists
of about 25-30 people.
- ads@work online is a modified
version of the above, adapted for delivery online. No second
stage is used in the online version.
Marketing
Issues Addressed:
- Advertising effectiveness against communication objectives
- Benchmarking against rival or past executions
Analyses
Delivered:
Evaluates ad based on EPIC series of measures ie Empathy,
Persuasion, Impact and Communications. In addition to the
quantitative measures, also provides qualitative inputs to
help in refining the advertising.
Works With:
Independent and
aligns with Winning Brands. EPIC communications measures provide
link with ads@work, packs@work communications studies.
Back to Top
|
