Abstract:

This paper consists of three parts. In the first part some developments and the present situation concerning advertising are discussed, in particular in relation with communication research. Manufacturers appear to still have a somewhat conventional attitude towards communication research, despite the developments in that area. In pretesting of communication instruments (advertisements, commercials, logos, packaging, etc.), the instruments are often judged on only one aspect, namely the creative and emotional one. Unfortunately nice is not always effective. The Triad model has been developed to supply more objective criteria; it combines emotional with objective elements. In the second part of the paper the Triad model is presented, which is developed by professor Poiesz of Tilburg University (Economic Psychology). The Triad model says communication instruments have to satisfy three conditions if the information in the instruments is to be processed in the consumer’s brain: motivation, ability and opportunity. The theoretical background and development of the model is presented. Hereafter the Triad model is discussed in detail. In the last part of the paper is mentioned how the Triad model is used in market research, i.e. communication research. Attention is paid to the operationalization of the model, the design of Triad research, en the (type of) results from Triad research. MarketResponse has linked the Triad model to CAGI (Computer Assisted Graphical Interviewing): the CAGI/Triad instrument. CAGI is a new method of computerized data collection, especially for communication research concerning visuals. This part contains an in-depth discussion of the possibilities and application of CAGI and the CAGI/Triad instrument in communication research.