Research

News

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.

News

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

News

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.

News

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.