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Research reports

Qualitative research on new campaign for Quality Street

The objective of the newcampaign was to communicate that Quality Street canbe used by a variety of people in a variety of situationswhere the product can be shared. Previously, advertisinghas tended to concentrate on sharing within the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 3, 1973

Research reports

Report on qualitative research on a PLJ television commercial

Masius Wynne Williams and Darcy McManus have produced a15-second television commercial for PLJ on the theme ofthe 'taste bud rationale'. The objective of the research reported here was toassess responses to the commercial in terms of itsmeaning and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 18, 1974

Research papers

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Marc Vincent
November 28, 1973

Research papers


A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: George Gallup
June 15, 1957

Research papers

We are still confused- But on a higher level

Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Niels Vinding
June 15, 1965

Research papers


This paper describes the bus audience model created by The MVA Consultancy to provide audience measurement of advertising on London's buses. The model was successfully launched in 1991 with the approval of JICPAR (Joint Industry Committee for Poster...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Carole Lehman, Catherine Dekker
June 15, 1994

Research papers

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Hilary Gaines, Wendy Rolls
Company: KANTAR TNS Malaysia
June 15, 1997

Research reports

Pilot research on the Guinness advertising campaign

The broad objectives of this research were to assess what the current campaign has communicated about Guinness to non-exclusive Guinness drinkers. The research was prompted by questions about whether the campaign may beconfusing to consumers, and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1971

Research papers

Building relationships that matter

The raison d’être of market research is to aid decision-making. Research can only have a valid contribution if we understand what the client is trying to achieve and help them set measurable objectives – this is a pre-condition to...

Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research
Author: Grant Bird
Company: Hall & Partners
June 17, 2014