The way ahead
The introduction of multimedia CAPI is set to revolutionise market research industry. This paper demonstrates some of the many benefits of this new technology that can be applied to clients research problems and draws on results we have already collected for Abbey National. The paper explains how it can be used to evaluate specific contributions of elements of advertising such as branding or music, and the greater richness of data we have gained as a result. Most importantly, it proves that using multimedia CAPI is the only way to accurately measure TV advertising recall in an in-home survey.
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