Rebecca Rahmanian has a confession to make February 15, 2010
Posted by Mark Blei in : Humor, Staff posts , add a commentHello! My name is Rebecca Rahmanian. I work as a Research Analyst in the New York Office ..
I wouldn’t admit this to most people, but I have a bit of an obsession with celebrity gossip. I like to read a lot of celebrity news columns and blogs such as People, Perezhilton, TMZ, The Superficial, Dlisted, and so on. For me, it’s mostly about the fashion. But I can’t lie; I’m also intrigued to know what’s going on in their lives. Which, at times, can be more interesting then gossip overheard at the Dynamic Logic water cooler.
Last May, our researchers were given the opportunity to conduct research in their field of interest. At the time I was working on two beauty campaigns, both involving celebrity sponsorships so exploring the effectiveness of such endorsements was an easy pick for me. Although celebrities are commonly used in advertising, their influence on the brand and its consumers seems somewhat unclear. In my research I hoped to discover how a celebrity’s presence in an online ad impacts a consumer’s recognition of the brand and their purchase decision.
With the help of our MarketNorms Database, I was able to isolate campaigns including celebrities against those with unknown humans and identify their effect on Aided Brand Awareness and Purchase Intent. My findings indicate that the endorsement of a brand by a celebrity can be persuasive. Yet, their presence may demand too much attention, taking away from the advertised brand. Thus the appearance of Ellen Degenerse Catherine Zeta Jones or Tiger Woods may attract internet viewers to the ad, but not necessarily generate awareness for the advertised brand. As a result, if the primary goal of a campaign is to increase awareness of a brand, a celebrity’s presence may not be helpful.
Meanwhile, consumers may find a celebrity’s endorsements to be sincere, leading to an increased likelihood to purchase the brand in the future. As a result, the presence of a celebrity in an online ad campaign which seeks to increase sales may be more effective.
While celebrity endorsements can have both positive and negative effects on an ad campaign, the one constant is that at the very least, they will generate a second look by avid gossip mongers like myself.
Amanda (Zuniga) Baskett talks about the final product January 21, 2010
Posted by Mark Blei in : Places you wish you were, Staff posts , add a commentThere are many aspects of my job that I really enjoy. However, there is nothing that tops the end of a project when all the data has been cleaned and weighted and it is sitting there waiting to be understood. Sometimes I think I must be a pretty sad person to be so excited about this (my older brothers reassure me that this is true), but then I also tell myself that this is the reason that I’m a researcher.
I love to tell stories – which isn’t surprising given my journalism and English background. In this job data serves as the basis for my story and the words are intertwined to shed light and explain what the data reveals.
In some cases, there are end results that are perplexing at first glance. However, by taking a deeper dive into the data as well as understanding what environment the campaign is running in helps to clarify the results.
For instance, the final results in one of my recent projects were negative especially given that the mid-way results showed positive movement. Instead of simply looking into various data cuts and writing a report based simply on the numbers I began my investigation with the numbers and quickly moved onto scouring secondary resources to help me explain what happened.
In the end I determined that the overall impact of the campaign was masked by negative results from a particular timeframe. Negative press surrounding the product category combined with respondents’ exposure to the ads triggered severe responses to the brand. Thus the overall poor results were not due to ineffective creatives or off-target messaging, but were driven by outside factors beyond the creative, media and brand teams’ control.
Nonetheless, a key lesson was learned. The results and insights have led the client to further investigate whether it makes sense to put a hold on a campaign if presented with a similar scenario in the future.
As a researcher we are not only tasked with understanding what the
data reveals, but to also shape a story that is meaningful for the client. There are often projects were there are different nuggets of data which you can mold an entire story around. It then becomes important to recognize what story would be most beneficial to fashion for your client. As we are all aware a media agency and a brand team have differing interests and markers of success. At the end of the day it is the combination of unraveling the data, finding the golden nuggets, and crafting a client-minded story that makes me enthusiastic about my job as a researcher.
In my spare time I like to eat and run – everyone always teases me for taking vacation days off to run a marathon or doing relay races through the mountains. I guess it is not everyone’s version of vacation. However, I know how to relax too the picture below is from my recent honeymoon in Hawaii.
Meg Reardon Talks about the power of looking “Beyond The Click” January 19, 2010
Posted by Mark Blei in : Staff posts, Uncategorized , 1 comment so farHere is a greaty example of the power of our AdIndex solution being able to tell the story of what happens ‘beyond the click.’
I recently completed an AdIndex study for a CPG client. The data from the media company regarding click-through rates and interaction was spectacular, indicating that click-through was much higher than the industry average and that interaction with the client’s ads drove great increases in consumer’s perceptions of and relationships with the brand.
Had that been the only data provided to the client, as is often the case without the additional insight provided by an AdIndex study, the campaign would have been considered a huge success and perhaps would have been replicated in the future.
However, since our AdIndex study provides insights on the impact of a campaign among those that click, but also on the other 98% of consumers who were exposed to the ad but did not click, a critical insight emerged. Based on click-through data, the campaign was working well to drive a specific message because the consumer had time to absorb and process the entire intended message. However, if a consumer did not interact with the ad or visit the client site, we noticed in our AdIndex data that there was a significant amount of confusion regarding the main message of the campaign that was leading to an erosion of brand perceptions.
Meg Reardon Research Director Dynamic Logic
This insight proved invaluable as creative was being drafted for the 2010 campaign. With the insight provided from our AdIndex study, the client was able to re-focus messaging and avoid potential further erosion of brand perceptions due to the confusion revealed in our study.
Just a simple, straightforward example of how important it is to not only understand the behavioral impact of a digital campaign, but also the attitudinal impact on the overall health of the brand.
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Creative vs. Research – Can’t we all just get along? By Christopher Bian January 14, 2010
Posted by Mark Blei in : Staff posts , 1 comment so far
In the realm of the online advertising world, as with any other advertising discipline, how the creatives look and feel is perhaps the largest contributor to the success of a campaign. As you’re probably aware, the creative process for any advertising campaign can be a delicate one. Often, research can throw a proverbial wrench in the machinery of the creative discipline by “telling” the creative minds to “do it this way.” But I firmly believe this does not need to be the case; research is simply the compass that allows the creative mind to focus its energy towards achieving a specific goal. The key is to understand how to interpret and use the wealth of knowledge that the industry has amassed, as well as thinking forward to define the next set of valuable metrics as the technological capabilities of digital marketing evolve.
When thinking of analytics that can provide guidance for a creative team to work with and help maximize the impact of the campaign, there is more than one method. Copy testing is commonly used to test performance of multiple creative concepts against a panel of chosen consumers. Real-time diagnostic tools are available, such as Adometer, which allows marketers to evaluate chosen metrics or demographics and make tweaks to optimize the creative or media mid-flight. Normative data, which I’ll be focusing on here, has been aggregated over an extended period of time and allows marketers to delve into trends that may help shed light on the current climate. But remember, this type of research tells us what has or has not worked in the past, not necessarily what will work. When it comes down to it, a holistic approach is necessary to properly plan. There are multiple factors one must consider: nuances of the media plan, the type of product or category, goals of the campaign, as well as the metrics necessary in order to define branding success (lead generation, conversion, social action, ad interaction), just to name a few. In order to give a simplified example of how a marketer could use normative data to help guide the creative process, let’s look at interactive ads in the online space.
Here, we’ll explore the differences in impact of interactive creatives and what it’s implications on the execution of your creatives might be. For the purpose of the examples, some or all of the following aspects may be used:
- ability to interact with the ad
- display unit size of 300×250
- types of site the ad will be placed on
- campaign goals of new vs. established products
MarketNorms [Last 3 Years, N=2,377, n=3,697,267] shows that a 300×250 interactive unit has an overall larger impact on ad awareness (4.2% vs. 2.9%)* than a 300×250 ad that was not interactive. Both were featured on portals, which generally reaches a wide audience.
In this instance, the interactivity seems to have played a role in affecting ad awareness, which opens up a greater opportunity for your creative team to introduce an engaging experience with the brand and product.
While the interactive units impacted awareness metrics, there was no statistically significant impact on persuasion metrics. This does not mean that interactive units can’t help your brand drive intent or consideration, but rather, understanding the audiences you are attempting to reach is but one key to developing a successful creative concept. Take for example, the data amongst 300×250 interactive units that were advertised on niche site categories (compared to a typical portal such as MSN) in food/beverage, health/beauty, lifestyle, parenting and shopping.
^ Niche Sites defined as sites within the food, beverage, health, beauty, lifestyle, hobbies, parenting, family and shopping categories
The data showed a statistically significant increase on intent to purchase of 1.2% after exposure. All units advertised were interactive, yet, respondents exposed on niche sites claimed an increase in favorability and intent to purchase. Compared to those exposed on a typical portal, awareness metrics were impacted. We know that portals such as MSN or Yahoo! receive a wide range of visitors, reaching a general audience. Meanwhile, the visitor of niche sites like WebMD.com or Epicurious.com has come for information regarding something specific, and therefore, a higher incidence of relevance to a properly targeted product or service is more likely to occur. The question remains: how can we convert this information into creative output?
This example of data comparison serves as a supportive normative insight; if interactive ads are to be used, tailor the interactive elements to better align with consumers who are at different points of the purchase funnel, indicated by types of sites the consumer is to be exposed on. For example, the interactive elements for portal ad units could touch on the overarching features and benefits of the product in a simple, concise way in order to introduce the brand to those who are not familiar with the product. For established brands on niche site categories, your creative team will have the challenge of providing a more involved experience to those who are already aware of the brand and closer to any actual purchase behavior. Perhaps a store locator or promotional deal can be included within the ad unit to guide these consumers along the search/purchase process. Furthermore, a combination of both can be used for product extensions or medium awareness brands.
Through the normative data, it’s clear that targeting of media channels that properly align with your brand’s goals is necessary, precluded by the need to understand your brand’s audience on each channel in order to provide more value to the consumer at the creative level. While this may be one and albeit somewhat simplified example, it demonstrates that data can provide a healthy framework on which creative decisions can be implemented, without severely impeding on the creative process.
Every campaign is bound to be different due to the varying aspects that come into play: product category, high end vs. low end products, existing awareness of the brand or parent brand, budget, campaign goals, etc. But research is what can help tie it all together to give your campaign the best shot at success. After all, great creative can live in harmony with strong research trends and principles!
*Difference is statistically significant at 95% confidence, MarketNorms – Q3/2009
Alejandro Molina checks in with some helpful tips January 14, 2010
Posted by Mark Blei in : Staff posts , add a commentHi. My name is Alejandro Molina and I work on the tech team in the NYC office as a QA/Support Analyst. I was once an avid user of ad blocking software. But as time went on, I saw site after site close down due to lack of funds. These days, it’s hard to not see how important online advertising can be for sites that need the money to stay afloat. Even so, it’s sometimes hard to see online advertising in a positive light when I run into intrusive ads that take over the webpage and interrupt what I’m doing. Working at a company that tells these online agencies that such ads should be frowned upon is a good feeling.
In my time here, I’ve learned a few other tips about making online advertising more effective. Make sure your ads are not intrusive. Don’t interrupt the user’s experience if you can avoid it. Make the message relevant to the user. If I’m on a website that targets a specific audience, make sure you are advertising product that really is relevant to that particular audience. Also, make sure your ads are perfectly clear and eye catching without being annoying. Attention spans online only last so long, that if your ad is confusing or takes more than a few seconds to get the point, you’ve already lost half your audience scrolling down the page or clicking to somewhere else.
Keep to at least these points and even a former ad blocker like me will pay attention to your ad.
Lauren Mendelson discusses “Umbrella Branding” January 7, 2010
Posted by Mark Blei in : Staff posts, cute animals , add a commentMy name is Lauren Mendelson and I’ve been at DL for nearly 2 years, working out of the New York City office as a research analyst.
I recently conducted an analysis for a car manufacturer, who was trying to market four new vehicles at once. The goal of this campaign was quite lofty: the car manufacturer wanted to increase awareness of these four new cars as well as to increase intent to buy the models.
This type of online campaign is known as an “Umbrella Branding” marketing strategy. The key to these types of campaigns (according to Millward Brown’s March 2008 POV) is to have a consistent and clear brand identity across the various components. With Umbrella campaigns, when many models or brands are being advertised, research illustrates that only a few brands benefit and others get ignored.
This was the case with this campaign: while the creatives were synergistic and had a similar look and feel, not only to each other, but to offline advertising as well, some models received more attention than others. In this case, a luxury sedan and a minivan were more memorable and favorable than either the SUV or the coupe being advertised.
Additionally, this campaign differed from their past advertising in that it focused on multiple vehicles, which accordingly had different targets, different demographic variables, and different psychographic compositions. By trying to appeal to so many groups, this campaign did not resonate with their main target as well as past campaigns have, which were centered on only one type of vehicle.
Umbrella campaigns are similar to co-branded campaigns in that they often cause the viewer confusion. Often times at Dynamic Logic, we see that co-branding or Umbrella campaigns can have a negative effect; in this case, the creatives did not cause respondents to react in a negative way, but at the same time, the campaign did fall short of achieving all of its goals. With these types of campaigns, it is necessary for each car model to have its own moment of clarity, its own moment to shine.
It will be interesting to see how this car manufacturer decides to advertise their new suite of products. Will they continue to have ads that have a barrage of vehicles, or will they only feature one model at a time? I guess we will have to wait and see!
When not conducting research, I enjoy photography, traveling, and spending time with my new puppy.
Meet Amy Fayer Dynamic Logic Research Manager, Custom Solutions October 26, 2009
Posted by markblei in : Staff posts , add a commentAcross my years as a researcher at Dynamic Logic, I can honestly claim that I am continuously learning new things on a daily basis and have always been inspired by those I work with. In my current position on the custom solutions team I have the opportunity to get involved in various client discussions across internal teams and help to design research solutions that fit with clients’ custom research needs. Aside from designing and executing custom research I also enjoy the opportunity to present DL research at public events and conferences. One of the industry conferences I recently attended was a tremendous and positive learning experience for me. I was selected to create and present an automotive best practices deck for an industry conference that a publisher client was sponsoring. I will admit that at first I was very overwhelmed about speaking at the event. This would be a conference where industry experts and thought leaders would be discussing success drivers of online auto marketing among OEMs, dealer associations and retail marketing. In my past experience I had worked on a few ad effectiveness studies for auto brands but did not consider myself to be an expert when it came to the auto vertical. However, I came to understand that the client was looking for a digital expert, not just an auto expert. They needed someone who could shed light on key campaign variables that drive online success for auto marketers.
The conference was organized to provide auto advertisers and agencies with further data and insights to help them make informed business decisions during the difficult economic climate. Dynamic Logic research was crucial to this conference because it helped to support the case that there is a current need in the online auto marketing industry to shift campaign measurement away from only examining behavioral metrics and incorporate attitudinal measurement as well. When creating the presentation, I examined trends in MarketNorms data related to the auto industry and actually learned more about automotive marketing in doing so. Because of the longer and somewhat more complex decision making process involved in purchasing a vehicle, automotive brands present unique challenges to online marketers. Exposure to an online ad is just one part of an extensive information search leading up to a vehicle purchase. However, online automotive ads can have an impact both by raising brand awareness and persuading consumers to consider a particular model. A few important things I learned about online auto advertising effectiveness included:
- In any online auto campaign, in-market status is crucial for impacting brand metrics, particularly purchase consideration.
- Context is important for online automotive advertising; auto ads on auto sites are particularly effective at driving brand opinions and consideration
- Contrary to popular belief, online campaigns for luxury automotive vehicles can have an impact on both awareness and persuasion metrics
- Automotive ads that are co-branded typically under perform on ad awareness and persuasion
Attending the conference also allowed me to learn a great deal about the auto marketing industry through seeing current research that was being conducted on vehicle shopping behaviors by other companies such as J.D. Power and Compete. An example of some research I found to be interesting was a research study conducted by Autotrader.com and Northwood University on the topic of advertising and volume of walk-in traffic at national dealerships. This research aimed to quantify how much walk-in traffic is driven by advertising and within advertising what types of media (online, print, etc.) drove the highest volume of traffic to both franchise and independent dealers. The results of the study indicated that advertising drives more dealer walk-in traffic than friends or family. It also showed that the Internet is the primary media source at driving dealer walk-in traffic among both new and used car shoppers. The differences between media sources were staggering. The Internet drives four times the traffic as newspaper, nearly seven times as much as TV, and thirteen and a half times that of radio.
My initial thoughts were that the conclusions of this research study provided a great complementary piece to the story line that the DL normative data aimed to provide. Online is a great space for auto marketers to be, as most target consumers are actively using the internet to research brands when in-market to purchase a new or used vehicle. However, MarketNorms data reveals that there are certain best practices that online auto marketers should adhere to in order to successfully build consumer attitudes towards the brand. We all know that the digital measurement front is rapidly changing. There is a growing need within the industry to utilize insights on brand metrics (consumer attitudes) coupled with research on in-market shopper behavior trends (consumer behaviors). For online auto marketers, having access to these types of research insights can guide the media planning process and potentially maximize return on marketing investment during difficult economic times.
Outside of working at Dynamic Logic, I fully enjoy spending time with friends and family, reading, antique shopping, running, travelling, dining out in NYC, and attending ballet performances and art exhibits.
Christopher Bian Looks Behind the Scenes of the Not-So-Big Screen September 21, 2009
Posted by markblei in : Staff posts , add a commentHave you seen the latest “epic fail” video on YouTube? There’s an app for that.
Missed last night’s episode of “Lost”? Check out the Hulu link tweeted by @Lost_on_ABC.
Is it time for President Obama’s latest speech on healthcare reform? The CNN homepage is streaming it live.
Any way you cut it, video content, syndicated or not, is now readily available almost anywhere, or on anything that has an internet connection. The capability of today’s technology is a wide departure from several years ago, when “YouTube” had yet to become daily vernacular and “pre-roll” was all the rage. Now, you couldn’t run from a video stream even if you tried. But what does this mean for the world of media? Does the fact that I can stream a feature-length movie from Netflix onto my Playstation 3 to watch on my HDTV really provide marketers yet another way to hawk their wares? More importantly, “Do I want them to?”
As the methods and vehicles to consume online video become increasingly accessible, viewership of online video will move from access through a computer as it humbly began, to integrated mobile devices, gaming consoles, and even television sets. Consumption is changing; not necessarily how much, but how. I see 3 factors that play into the consumption shift:
1- Internet video usage – Viewership has increased over 12% in the last year, to nearly 134M users, compared to a .9% increase to 284M traditional TV viewers.
2- Timeshifted TV – Approximately 30% of US households own a DVR recorder and hour usage per month has increased 19.5% since the past year.
3- Video on mobile phones – while usage remains relatively low at 15M users this year, this is a 70% increase over 2008, keeping in mind mobile phones do not comprise all mobile devices capable of, or used for video.
Overall internet video usage is up, as is demand for timeshifted TV, which is an inherent characteristic of internet video. Each of these represents a separate trend, which may or may not be correlated, but serve as a guide to the direction in which consumption habits are heading. The widespread penetration of video-enabled mobile devices provides readily available “supply”, as consumers have access to video with relative ease. Nearly two-thirds of Americans ages 13 to 54 have at least one mobile device capable of video. Perhaps the most common video-enabled device, laptops are owned by 57% of Americans. Over one in five have a video-enabled iPod. Perhaps most markedly, 42% of users of all devices claim to use a mobile device to actually watch video.
Granted, there are key differences among the media used by consumers, such as consumption of long form vs. short form video, time spent watching with each medium, etc., but the point is that the evolution of video consumption is certainly not insubstantial, and quite the contrary. As these habits grow and change along with the technology that enables them, eventually, some will become the standard.
So how does one add value to consumer marketing initiatives? Guessing is one option, though probably not preferred or recommended. Consumer desires and pet peeves can be fleeting; what works one moment can change as the industry yet again shifts in another direction. Chalk it up to the quick pace at which our industry evolves! Consumers grow increasingly savvy, empowered by the internet. Gone are the days of passively watching commercials. Today’s consumers are not only engaging on a daily basis with one another, but with brands – something previously unheard of. Media plans are changing to incorporate the expanding marketing repertoire, such as social, viral, mobile, as well as video components. In order to harness the interplay of these efficiently, the approach to take is akin to tuning a musical instrument: pluck a string and listen for feedback; adjust accordingly; rinse, repeat. This does not mean your first foray into emerging media is a blind stab in the dark, nor should it be cause for you to fear utilizing it. This is where research comes into play; ensuring your approach provides you with information that can give you actionable, post-operative insights is crucial to long-term branding success.
Granted, not all parameters of your campaign, such as budget constraints, can allow for costly research. On the other hand, external normative data provides access to a wealth of information at a fraction of the cost. Based on consistently aggregated data, it can not only help guide campaigns in the planning stages toward the best chance of success, but it can be used after the fact to help diagnose issues, or explore any additional questions that may arise.
The following graphs and tables use creative format data from the MarketNorms® database. Using the entertainment industry as an example, video units typically outperform rich media units on awareness, isolated at an exposure of 1; however, rich media may be the better performer when it comes to Purchase Intent. Included below is a calculator that gives a potential cost-effectiveness scenario that not only reinforces this idea, but provides evidence that rich media may also be less expensive to impact each person. This calculator tool populates with MarketNorms® data, allowing for comparisons across various creative attributes, which can be particularly valuable in the planning stages of a campaign. A simple tool such as this can aid in controlling costs in the long run, freeing up resources to focus on the campaign’s value-driven proposition.
Source: Dynamic Logic MarketNorms®
Entertainment Industry ,Rich Media, frequency of 1: Last 3 Years, Q2/2009, N=35, n=46,396
Entertainment Industry, Video, frequency of 1: Full Dataset; N=20, n=29,798
Analysis Adjusted for Frequency
The upside to normative data can also be its downside; it needs to be collected over a length of time, and in a consistent, comparable manner. This takes considerable effort and time, not to mention financial investment. In the end, the best way to market to the consumer is to do it with the best tools available. Research is never the magic 8-ball we hope for. In this case, it’s more like a compass that’s pointing in the direction we should go, but it’s up to us to go out there, traverse the terrain, and gather data along the way, but with a long term goal in mind. Video can be great as a centerpiece or supplement to any campaign; normative research is the tool to help give it the best chance to succeed.
Sources:
1- Nielsen three screen report, Q2/2009
2- http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112822
3- Dynamic Logic’s MarketNorms® database, Q2/2009
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here
Research Operations Manager Scott Kresge talks about the unique aspects of operating on a global scale September 4, 2009
Posted by markblei in : Staff posts , add a commentWith a degree in computer science as well as cognitive psychology, I’ve always enjoyed pushing around large collections of data particularly when they involve human behavior and demographics.
When I go to the office I live the vicarious life of a virtual tourist. Rather than stepping off a plane or a ship and being immersed in a different culture, I am exposed to a cacophony of out-of-context snapshots of other cultures every work day.
One of my first eye opening experiences in managing Global Operations was a study being run in China. I was keeping an eye on the recruitment levels as it went infield just out of curiosity. The number of survey respondents exploded instantly and grew at speeds that we would never see in the U.S. My first thought was to shut the survey down. Surely we were breaking some agreement with the publishers by commandeering all the available advertising real estate and then inviting every single visitor to take a survey. I naively envisioned 1.3 billion Chinese poised over their keyboards happily waiting to pounce on the next available survey.
Mercifully, one of my counterparts in Beijing explained what I was seeing. It’s not uncommon in China for even some the largest of portal sites to “lease out” their entire site to a single entity or a small group. For all practical purposes, you own all branding rights and advertising real estate on the site. There’s a catch of course. You can only “own” it for a few days at most. Imagine owning all the advertising real estate and data collection rights on a site like Yahoo.com or AOL.com…even for just a few hours.
Here are a few examples of some of those out-of-context, cultural snapshots. I’ve identified them by language since country borders are becoming less and less meaningful in the brave new internet landscape.
Chinese – Seeing this survey throws me every time I see it. This survey involves one of the largest American entertainment icons and is instantly recognizable by probably 99+% of Americans and here it’s mixed with a language that I imagine less than 1% of Americans can decipher. I find it pleasantly disorienting.
Russian – I was born into an era when the Soviet Union was planting nuclear missiles on Cuba and Nikita Khrushchev was saying “We will bury you!” (apparently speaking figuratively to capitalism in general). Now I’m helping to execute a study to determine how well the marketing efforts of one the largest American chip manufacturers are going in Russia.
Arabic – Written Arabic is a visually beautiful language. Of course, I wouldn’t even recognize it as a language of any kind if someone didn’t tell me it was so. In addition to the translation issue, Arabic has the additional technical challenge of being written and read from right to left.
I’ve presented three glimpses of data collection across three very different regions and cultures. To paraphrase a saying; the more things change, the more they remain the same. I won’t bore you with numerical results but you can take comfort from the fact that out of this cultural chaos comes one global truth: If you expose people from any culture to enough advertising, it’s going to affect their attitudes and behaviors
I’ll leave it to the advertisers and the philosophers to decide if this is a good thing or a bad thing.
- Scott Kresge
Research Operations Manager – Global
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. No matter if you’re in New York, London, Paris Munich or anywhere else . We invite you to learn more by calling us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
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Meet Meg Reardon August 25, 2009
Posted by markblei in : Staff posts , add a commentRecently we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on everyday.
Hi! My name is Meg Reardon and I’m the Research Director for the Chicago office. I just finished working on one of the most interesting projects of my career. As a psychology major, any time I can combine market research with neuroscience, it really gets my nerd-blood pumping! And that’s just what this project did. We had an opportunity to create a website experience study for a major retailer, and partner with EmSense to provide additional diagnostic information on the website performance from a neuroscience perspective. How it worked was that we at DL conducted a more ‘traditional’ quantitative study among panelists who asked to evaluate the retailer & competitive websites. They were also sent to the client website and further probed about their visit. Concurrently, EmSense conducted research in where respondents are recruited to a central location and adorned with a headset & eye-tracking equipment. They were then asked to visit the client (and a competitive) website. The headset is able to measure biosensory data around the respondent’s cognitive and emotional response to the website. Combined with the eye-tracking information, we are then able to understand what elements of the website are eliciting what cognitive/emotional response. In the end, we combined our research with the biosensory information from EmSense to provide a very rich, evaluative and diagnostic look at the website experience for our client. And, while in this case the focus was on a website evaluation, I think there are many, many ways this partnership can be put to good use in solving our client’s research issues – one the most obvious of which is copy-testing. Outside of work, I enjoy spending time with my family (My husband Chris, daughter Evelyn (2) and daughter Molly (3 months)) and friends, working out and eating (hence the need to enjoy working out!).
f you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
