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In late 2003, Dr. Joseph Plummer, editor of the Journal of Advertising Research, asked one of Europe's leading marketing experts to review the state-of-the-art in pre-testing and copy testing. Here is what he had to say:
"When we commenced this review, we confidently expected to identify one or more existing advertising measurement systems that would meet our criteria [for effectiveness.] What we found was single-minded information gathering using insensitive measures of out-dated modeling assumptions."
Our physiological measurements add the dimension of unconscious emotional response to the conscious recall, associations, and predictive measures provided by survey research. By combining these measures with traditional research tools, we are able to answer the question, is the consumer’s response to this ad behaviorally meaningful because it is based on real emotional engagement, or is it superficial, based on cognitive reactions only?
We have another solution -- AnswerStream.
Other application modules:
Message / Positioning Module
Package and Design Optimization Module
