Research

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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

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Fusion confusion

Confusion and concern continue to swirl around the Unity Project, and a number of questions still remain unanswered. Top of mind: will data integration increase the industry’s already high research costs? Throw in the term ‘data fusion’ and that confounds the situation even more.

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Research Watch

December 5, 2002, BBM Radio, Fall 2002 Radio Survey, Current audience ratings, share, date trend data and listening location data, (416) 445-9800, info@bbm.com

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Is Canada’s rush to PPMs a big mistake?

BBM is bringing Arbitron’s Portable People Meter (PPM) to Canada, marking the first-ever commercial deployment of this technology in the world. In Canada, panelists and station participants are already being recruited, and BBM hopes to have pager-sized PPM units measuring Montreal’s francophone viewers by late next year.

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Meet Mr. Fusion

Admit it: you’re not really sure what data fusion is. You know that a CMDC committee is working on something grandly dubbed the Unity Project. You know that it has something to do with cutting down on duplicated research in Canada by mashing the present research into super databases – but the details on how this would work, and what it will mean for the larger Canadian marketing community are fuzzy. If that’s the case, it’s time to meet Mr. Fusion – a.k.a. Tony Jarvis, SVP, director of strategic insights at New York’s MediaCom.

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Newspapers battle, TV and OOH hot

Media buying certainly isn’t new to the Maritime region’s oldest city. In 1752, Halifax produced the Royal Gazette, Canada’s first newspaper (and its only, for the following 10 years). For a small fee, customers could read news from around the city and from Europe, and, of course, advertisements for local businesses.

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Harnessing passion

As advertisers and media professionals continue to search for new ways to reach their consumers, those consumers are just as busily using their internal radar to shoot down – or avoid – the thousands of brand messages that we place in their path.

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Are teens abandoning traditional media?

Hood: I’d like to start with Jeff, our media person, by asking you whether you think it’s still possible to reach teens effectively using a traditional broadcast-based media plan, or whether marketers and buyers need to take advantage of some of the more niche offerings out there to do a good job.

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Research and the dangers of driving with mirrors

I have no use for side mirrors. You could bang them off the sides of my car with a rusty Ball Pein hammer and I wouldn’t shed one tear.
Side mirrors will look you straight in the eye and tell you it’s clear to make a safe lane change but, maybe one time out of 20, they are hiding a speeding Mustang or transport truck that could kill you.

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Marketing and the science of feelings over facts

I was incredulous that I could fall for such a basic mistake. For a few days if I saw a brick wall I would back off and go around it in case I was overcome with an urge to bash my head against it.
I realized I had made the mistake when Dennis commented, ‘We are not animals because we are more than animals.’ For a moment there had been silence, a heartbeat when everyone in the audience stopped. ‘Animals do not reflect. Animals do not look into the future. Animals live in the moment.’ The audience knew this contradicted what I was saying and they were alert to see how I would respond.