While one might have thought that you need neuro research to get at the emotional mechanisms of advertising,mostly, traditional, survey-based copy testing methods work quite well.
Jun
19
Ad copy testing bakeoff of traditional research methods vs. neuro methods
In: advertising, market research
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Jun
13
Cross platform measurement…how ESPN is moving the chains
In: advertising, media
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No media company needs to understand how consumers choose to access their content across screens more than ESPN. Here is how they have taken an industry leadership role.
Jun
11
Why We Need Cross Platform Media Measurement…TV Is Now The 720 Pound Gorilla
In: advertising
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The ARF chose the right theme for its AM8.0 conference…measuring the unmeasured. As smartphones and tablets disrupt how people use media to be entertained, learn things and to shop, the measurement gap is increasing. How important is it to measure multiplatform usage by consumers? Evidence provided to me in my interview with Gian Fulgoni, Chairman […]
May
31
Interviewing the New ARF President…Changing Media Habits, Rules for Brand Building
In: advertising, market research, marketing, media
1 Comment
We need to face our CEOs and deliver insights, drive growth experiment to learn and then scale, vs. trying to create perfect measurement systems.
May
15
Marketers and media getting that synching feeling
In: advertising, digital marketing, media, mobile
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In a multiscreen era, Marketers need to measure and synch all digital behaviors across screens to use media to create brand growth