Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
As the media landscape becomes more complex and data-led, IRL experiences become a meaningful way to break through to passionate consumers, custom programs that align the complex reality we live in and experience today â the physical and the digital are more needed than ever. By utilising technologies like beacons, geo-fencing, social engagement, as well as on-site activation brand lift measurement â we are able to prove the effectiveness of IRL experiences.
This paper describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
Despite the large efforts done by today's companies, keeping customersâ information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.?The effort required to systematise all this disperse information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly caused by this information dispersion. But it is worth making an effort to integrate data from several sources and measure real effectiveness. This presentation will show how L'Oréal, jointly with DatosClaros and using a metering technology from Netquest, overcome these difficulties. The result: solid data that has become possible to come up with new loyalty pro.
This presentation describes the approach and findings of a qualitative research study conducted in the United Kingdom on behalf of the Department of Health. In gathering data, the need for research agencies to drive innovation in methodology is highlighted and the power of a respondent centred approach in delivering high-quality information is underlined. In delivering solutions, the effectiveness of respondent co-created interventions is also considered and evaluated.
Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on each element of that effort? we have to acknowledge that research is not just about measurement of marketing's effectiveness. Research should be about generating and predicting as well as about demonstrating and measuring. Yes. the ROI debate is important. But it should not overshadow the inherent creativity not only of marketing itself, but of research. Research provides Insight.
Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the measurement of brand effects in general and presents an approach to measuring the brand effects of Internet advertising. Results from 13 campaigns show that brand effects are possible, but, like advertising in other media, they cannot be taken for granted. The paper also shows how the effects of Internet advertising (to some extent) can be isolated from the effects of other advertising.