Advertising Market Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... January 2012

News and notes on marketing and research: Designing mobile creative; saving for retirement

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

How research helped develop the USPS’s Sample Showcase program

In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

Using in-depth interviews to examine the impact of advertising

Using analysis of spots from the 2011 Super Bowl, the author explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

In Case You Missed It... November 2011

News and notes on marketing and research: Facial recognition; value and relaxation when shopping

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Related Articles

There are 180 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Without reservations

Best Western used interactive large-group interviews to determine the success of its new television ad campaign aimed at informing consumers that the hotel chain had upgraded its appearance and quality.

Blueprints to successful concept development

The second of a two-part series on successful concept development, this article explains the tactical process and specific qualitative and quantitative tools for evaluating and enhancing concepts that lead to products consumers will love.

Retaining heat

Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.

Fluid and flexible

Office furniture maker Bretford used research with architects, interior designers and facility managers to create its new Liquid Power line of office furniture. Aiming at high-tech companies, the company and its design company partner sought to develop an office furniture system that could easily adapt to demand for electrical outlets and quickly changing personnel needs.

Can't we all just get along?

Market researchers find working with ad agency staff challenging. This article discusses the origins of the struggle inherent in the relationship and shows by example of Jack in the Box restaurants how the two parties can learn to work together in a more productive, enjoyable relationship.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Advertising Claim Substantiation
• Advertising Effectiveness
• Advertising Impression Studies
• Advertising Research
• Advertising Tracking
• Advertising/Communication Consultation
• Commercials Testing
• Concept Development
• Concept Optimization
• Concept Research
• Concept Testing
• Copy Development Research
• Copy Testing
• Copy Testing-Online
• Eye Tracking
• Graphics Research
• Software-TURF Analysis

Industries

• Advertising Agencies
• Public Relations

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Related Suppliers: Moderators

Click on a category below to see moderators who specialize in the following related industries, markets and audiences

• Advertising Agencies
• Public Relations

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