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Archive | On Our Minds

What Your Phone Says about How Big a Super Bowl Fan You Are

What type of phone you use says things about the type of person you are. According to new research from G&R, Android, iPhone, flip and land-line phone users differ demographically and attitudinally based on the kind of phone they use most often. These differences include how attentive and proactive a Super Bowl viewer you are, with both types of smartphone users being more receptive audiences than flip or land-line phone users. Continue Reading →

New fEMG Study Shows Value in Combining Neuromarketing and Survey-Based Advertising Testing

In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other studies, we have found positive correlations between fEMG and recall or fEMG and persuasion. Continue Reading →

Advertising Effectiveness: Problem #30

Problem: Settling for Engagement.

As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication and deepens traditional reach and frequency discussions.

But engagement is only a partial measure of total advertising effect. Engagement is loosely defined as producing a positive brand experience. It is often operationalized through such measures as views, clicks, likes, shares and comments. Knowing whether an ad experience has been engaging is more actionable than knowing where and when an ad ran, but it is not as actionable as knowing whether an ad influenced buying behavior. Achieving sustained performance improvement and brand building requires more than engagement. Continue Reading →

Game Plan: Narrative versus Non-narrative in Super Bowl Advertising

G&R research shows that narrative advertising helps Super Bowl advertisers improve the return they earn on their multi-million dollars investment

A recently published study by communications research firm G&R shows that Super Bowl advertising is more effective when it tells a story than when it presents information.

At the broad level, there are two forms of advertising: informative and narrative. Informative ads present the consumer with what the advertiser thinks are well-constructed arguments for purchasing a particular brand and use personal self-interest to mediate response. Narrative ads, on the other hand, use stories to model how consumers can use products and create meaning. They typically include two key elements: chronology, a temporal organization of events with a beginning, middle and an end, and causality, the structuring of story elements that establishes relationships between the elements and allows for causal inference, both presented in an entertaining and engaging way.

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Verba sunt potentes. G&R affiliate Princeton National Surveys introduces a new text analysis service

PNS LogoA new support service offered by G&R’s Princeton National Surveys specializes in the extraction of meaning and sentiment from unstructured textual data. The service uses human coders to provide nuanced interpretation of what people say about brands, companies, values and messages when they respond in polls, customer feedback, social media discussion and other streams of open-ended written commentary.

Using a combination of skilled coders and computer assists, the service helps organizations and individuals who value text-based qualitative data to better categorize and dimensionalize the meaning in those responses than current automated solutions are able to deliver. Our human-intelligence text analytics method offers a cost-effective option for gleaning deeper insights from questionnaires, reviews and social media conversation. The service allows analysts to offload this important but time-consuming function to skilled practitioners so that they have more time to discover stories in data and activate the meaning they uncover.

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Say It Ain’t So, Chuck

Thoughts on the Use of Online Opinion Polling by a Gray Lady and a Peacock

To qualify candidates for the recent 2015 GOP debate, Fox News used results from polls conducted by Bloomberg, CBS News, Fox News, Monmouth University and Quinnipiac University. The fact that all five studies were conducted via telephone is not a coincidence.

Although web-based surveys are prevalent within the market research industry, they have not been widely embraced by the opinion-research field, and news outlets generally avoid reporting on findings based on online panels. The reason, as ABC News explains in its current polling standards:

Methodologically, in all or nearly all cases we require a probability-based sample, with high levels of coverage of a credible sampling frame. Non-probability, self-selected or so-called “convenience” samples, including internet opt-in, e-mail, “blast fax,” call-in, street intercept and non-probability mail-in samples do not meet our standards for validity and reliability, and we recommend against reporting them.

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Advertising Effectiveness: Problem #12

Problem: Using Short-Term Measures to Determine Advertising Performance.

Marketing ROI calculations often measure activities such as sales, inquires, and clicks to gauge the effectiveness of a program. The strength is that these measure what someone actually does, as opposed to what he or she says they will do. However, activities, even ones as concrete as sales, are short-term behaviors; what someone does today is not always predictive of what he or she will do tomorrow. As a result, analyses that are based on activities tend to support programs that produce short-term effects at the expense of programs that also have material long-term benefits. For example, using sales data alone, couponing generally outperforms advertising, but this conclusion would not make for a sound marketing practice. Continue Reading →