The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The Programme Committee expressed its interest also in including an explanation of the development of advertising tracking in this paper. This subject would be a very extensive one, probably even a subject for extensive research, and so too big to be fully developed in this paper. Nevertheless, without pretending to fully develop the subject I will try to cover some points that I feel are important issues for its understanding.
As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global databank. This paper discusses how DESIGNOR SYSTEM - its models and its databank - can support the marketing mission to develop profitable new brands through systematic understanding of consumer values.
With 10 years of use and 500 applications, ASSESSOR has enriched its capabilities as a model structure, has incorporated quite a few decision aids and is delivering experience data base services. The model is a simultaneous system which structures market response through share or volume and represents consumer acceptance as a function of various market characteristic dimensions - purchase type, category definition, consumer segmentation - and innovation response process dimensions - learning, loyalty, non-users. It has special versions which cover many marketing situations - mix option choices, line extensions, range assessment, relaunching or competitive environment changes.