Showing 1-10 of 53 results:

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  Creative Efficacy

  Creative Efficacy™

  End-to-end communications advisory: from consumer research to media mix modelling to drive ROME.

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  Brand Strategy, Creative Efficacy

  Is it More Effective to Hit Low-Attention Viewers?

  If Robert Heath is right, a large part of every dollar spent on advertising-related marketing research is a waste of money. There are few fence-sitters when it comes to the ideas of UK communications specialist and academic Robert Heath. Heath believes that television advertisements are more effective if they are processed with low attention; he calls this concept the ‘Low Attention Processing’ (LAP) theory.

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  Customer Experience, Creative Efficacy

  Forethought Understands Creative’s Challenge

  Ken Roberts, Managing Partner and Founder of Forethought Research talks about the Creative’s challenge to understand the discrete emotions that drive purchase behaviour; the inventory of those emotions; and how effective the communication is at eliciting those emotions.

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  Creative Efficacy

  Questionnaire Design and Implications on Data Quality and Respondent Drop Outs

  To say that consumer’s online behaviour has transformed dramatically over the last ten years would be an understatement. From the simple and innocent ICQ chat rooms and MSN messenger, to the rise of Facebook, Twitter and youtube.com, the online community’s interaction with online content has shifted from basic information search and communications to one where you could run your entire life, complete tasks and pay bills without having to leave the comfort of your bed.

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  Creative Efficacy

  Questionnaire Design Using Incentives Wisely and Avoiding Social Desirability Bias

  Academic and industry evidence have shown that excessive questionnaire length (i.e. more than 15 minutes) has a negative effect on data quality, as measured by data reliability, variance and validity (Galesic and Bosnjak, 2009; Marcus, Bonsnak, Linder, Pilischenko and Schütz, 2007). These studies also present evidence that the completion rates for online questionnaires drops off significantly as the length of time taken to complete the questionnaire increases (i.e. the completion rate for a 10 minute survey was 67.5%, while a 30 minute survey had a completion rate of 18.6% (Marcus, Bonsnak, et al., 2007).

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  Customer Experience, Creative Efficacy

  The Juster 11-point probability scale

  The Juster scale in its many applications has been found to be superior as a predictive measure of future purchase behaviour compared to other intentions scales. However, the distribution of responses, has been found to affect the predictive accuracy of the scale. Not surprisingly, the greater the variation in responses, the less accurate the predictions. Studies have shown that purchase probabilities can be over or under estimated by the Juster scale, but on average, it is the most consistent in accurately predicting actual purchase rates.

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  Creative Efficacy

  Social Echo: Listening for the Consumption Drivers in Earned Media. Part 1

  At present assessing social media’s effectiveness is entirely about what is said. But is that all we should be seeking to understand to validate our online communications strategies?

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  Creative Efficacy

  Social Echo Influencing Consumption Behaviour via Earned Media Part 2

  In part 2 of this paper, Social Echo: Influencing Consumption Behaviour via Earned Media [Part 2], I explore the linkage between the content which is scientifically shown to drive consumption behaviour and the creative idea or content chosen for seeding conversations which is too often non-existent.

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  Brand Strategy, Creative Efficacy

  Emotions in Communications: The Next Leap Forward.

  The Forethought Research, globally lauded Prophecy Feelings® methodology identifies the relative importance of the discrete emotions driving consumption behaviour at a category, brand and communications level. Forethought alone can implicitly measure discrete emotions linked to consumption behaviour. Informing and tracking brand and communications performance.

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  Brand Strategy, Creative Efficacy

  Practice Prize Paper—Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia

  This paper addresses the repositioning of Kmart Australia in 2011. It shows how by calibrating emotional as well as cognitive reactions and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share.