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Advertising research is often designed to select and optimize the best communication concept and execution to drive desired marketplace behavior.
Typical client objectives often include:
Our TAGLine™ methodology utilizes the same technological platform as our PrecisionScan II offering. In a central location setting consumers are exposed to executions with results immediately displayed to the brand team for interpretation, analysis and real-time learning. This immediate response enables us to learn, optimize, and confirm all in the same research session - something that could take weeks or months using other methodologies.
Our standard key measures are almost always asked. In addition to the learning from the individual questions, we also compute four component indices and an overall “CLIP” score for ease of quick qualitative comparison between executions. C-L-I-P is Parker's acronym for our key measurements of:
Our commitment and discipline to the CLIP measurement allows us to maintain quite a robust normative database. To date, we have nearly 1,000 cases, broken down by stimuli-type and industry, for the most appropriate comparison points.
In addition to key measurements, the typical session flow contains:
The research then moves into a “super” focus group format: