New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of the brand through consumer involvement. This study evaluates the needs of digital consumers in Brazil with the aim of providing insights to support companies in better positioning digital campaigns and online interactions in order trigger positive spin offs for their brand.
A typology of panel conditioning effects and an empirical study examining the phenomenon are presented. The experiment on panel conditioning using a typical tracking study questionnaire shows that high frequency repeat interviews lead to a small degree of conditioning but low frequency repeat interviews seem to have no or very marginal effects. The study indicates the need for Panel Management Rule Books on repeat interviewing to be empirically based.