Research

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The eyes don’t lie

Sometimes, it’s hard to pinpoint why we love or hate certain commercials. For instance, I adore that ridiculous Pepto-Bismol spot featuring Paul Bunyan, a Godzilla type and company doing the ‘Pepto-dance’ set to a sped-up version of the now-infamous symptoms song. I don’t know why I love it. The music? The visuals? Hard to say. And, who knows – in a focus group situation, I may even be too embarrassed to admit that I love the silly spot.

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Letters: Readers respond to David Moore’s query: Who will champion research innovation?

The future is non-verbal

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Who will champion research innovation?

All industries must go through periods of major upheaval and change if they are to survive. Advertising is no exception. Our profession’s fresh young faces have seen more of advertising’s sacred cows sacrificed in a few short years than their forebears would have seen in an entire career.

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Tell Us About Us’s yacht caper

If strategically planned pizzazz is a surefire way to raise a company’s profile, why not up the ante by staging pizzazz aplenty aboard a luxury yacht? That’s what the folks at customer research firm Tell Us About Us thought when they learned that the venue for an upcoming conference would be balmy Fort Lauderdale, Fla. Normally, says Winnipeg-based TUAU president Tyler Gompf, the annual meeting of the Institute for International Research is…well, he actually used a euphemism for ‘boring.’ He spied an opp to position the firm ‘as young, fun and exciting’ – plus ‘get some quality face time’ with some of the Fortune 500 attendees, which normally takes months of effort to achieve.

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Mobisodes

It was only a matter of time before a prodco opened a mobile division.

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Survey says…

My company CEO’s involvement in marketing is…

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Focus groups for a new age?

After watching her younger brother David – a self-described technophile – court his Colombian wife by Web cam, a realization struck Michele Erskine: Gathering consumers around a boardroom table to discuss ad concepts while nibbling on cookies isn’t always the way to go.

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Marketers retool sites to exploit Web research boom

More Canadians than ever are making purchase decisions through online research – 74% researched product info on the Web last year alone

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Agency execs now less trusted than lawyers

Almost 40% of Canadians say trust in agencies has decreased due to scandal

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U.S. mag spill is down, but are Canadian titles prepared for a rebound?

With nations to build and Enron execs to harass, Americans haven’t had much time for light reading over the last few years and that’s been evident in their magazine ad spends.

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Ads rarely drive purchases

Only 4.7% of Canadians cite recent ads as ‘most important influence’

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Will PPMs mean higher rates?

The portable people meter is performing well in the Montreal francophone market, and BBM Canada expects the data spewing from the new audience measurement system to be ready for daily use by media buyers and sellers within weeks. Still, the industry is divided on the impact and effectiveness of this newest measurement tool.

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The mysterious senior

As researchers finally cast their nets older, they’re finding savvy, experienced 57-year-olds – who think they’re 42

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Screwed by market research?

Twenty-six out of 51 respondents answered ‘yes’ to an online poll at Strategymag.com that asked the question, ‘Have you ever been seriously misinformed by a market research ‘expert’?’

News

Online Poll: Let the Yanks in

Strategy conducted an online poll on its Web site from Nov. 15 to Dec. 15. We wanted to find out how our readers felt about the prospect of allowing more U.S. cable channels into the marketplace in light of the Canadian Cable Television Association and 49th Media petitions recently rejected by the CRTC.