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Advertising Research: Is Research on Ad Effectiveness Worthwhile?

Advertising Research: Is Research on Ad Effectiveness Worthwhile?

Erika Hammer, Vice President

It could be. But, it depends on your campaign, media spend/vehicles, and if you do research, it must be done the right way.

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Balancing Extreme Positive or Negative Attitudes in Focus Groups

Balancing Extreme Positive or Negative Attitudes in Focus Groups

Bob Relihan, Senior Vice President

One of the more infuriating experiences a moderator can encounter in a focus group is the respondent who seems to be critical of everything.

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