Research

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All quiet on the western front

Like the weather in Vancouver – which may be rainy, but fairly consistent, at least – the media scene in Canada’s third-largest city seems to be holding steady as of late.

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PPM launch a go for September

The September launch of the Personal People Meter (PPM) into the francophone Quebec market is going ahead, albeit under a lingering cloud of questions.

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Stop the insanity!

Stupidity! I can think of no other response when contemplating the television research landscape in the Canadian market.

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PBR model cracks the ROI dilemma

There’s a new-and-proven accountability model on the Canadian marketing scene, which should captivate the attention of C-level executives increasingly obsessed with ROI.

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Putting Sprite Ice to the test

The Romans might have believed ingesting mint enhanced their intelligence, but for Coca-Cola Canada a dose of mint is expected to enhance its bottom line. The company’s latest new beverage, Sprite Ice, was unveiled this month.

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Narrowing the gap: Why do media shops still measure GRPs and CPMs when our clients just care about awareness and sales?

Metrics is about measurement.

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Clone ads double recall: Study

IMA Outdoor conducts research into outdoor recall with controversial ad

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Agency remuneration models more complex: study

How clients pay their ad agencies has evolved over the years, even decades, into less-standardized methods and models. Accordingly, the Association of Canadian Advertisers commissioned Ipsos-NPD Group Canada, Toronto, to conduct the Agency Remuneration Survey 2002.

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America’s testing ground

Fickle, diverse consumers make Canada the perfect place for global marketers to test products

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The great research debate

In a guest editorial for Strategy’s last issue of 2002, Frank Palmer, head of Vancouver-based Palmer Jarvis DDB, blasted the advertising business for its heavy dependency on the R-word: ‘We can’t create advertising that sells unless it’s researched to death and is rendered useless,’ he ranted. It was a grumbling we’ve heard on more than one occasion, ranking up there with the ‘agencies-are-too-focused-on-awards’ grievance in terms of frequency. Which begs the question: is research a boon or a detriment? Recently, we organized a virtual roundtable and invited seven participants from across the nation – including representatives from both the client and agency fields – to find out.

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Qualitative rules

Qualitative or quantitative? The old answer is that it depends who you ask, with creative types lining up on one side of the room and client marketers cowering in another. More recently, however, clients are getting results with qualitative research of their own, and creatives are still on side.

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News of the terribly odd

Not satisfied with traditional methods, a marketing firm in Atlanta, Ga. has launched a spinoff company dedicated to scanning consumers’ brains as a form of market research.

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CDs that spy

The latest version of enhanced content on music CDs comes with a new feature for marketers – instant market research.

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The 2001 Census: Cold facts mask real lives

The 2001 Census is a cold, heartless compendium of data embellished with bureaucratic terms such as ‘step-families’ ‘occupied private dwellings’ and ‘centenarians.’ The act of reading the results of a census is made doubly difficult because there are too many numbers to digest.

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Video kills the traditional toy

Video kills the traditional toy