Advantages of the procedure
|
Individual
interviews
|
|
personal
reactions to the advertising and brand
|
|
Repeated
exposure (3 times)
|
|
reliable
data collection in a realistic situation
of repetition
|
|
Use
of a tape recorder
|
|
spontaneity
and entirety of consumer discourse
|
|
Self-completion
questionnaire
|
|
more
candid responses
|
A
series of standardised questions
The add+impact®
method includes a list of 64 standard items which
means that each campaign can be evaluated by comparing
its scores to a databank
The importance of immediate spontaneous reactions
Initial reactions post exposure to the advertising
are essential.
With add+impact®
,
we ask several open-ended questions straight after exposure
to the film or advert.
The responses to these questions are tape recorded
and retranscribed in their entirety.
Analysis of the open-ended questions is based on the entirety
of each respondent's discourse, providing us with
a more refined diagnostic hence a better comprehension
of how the advertising works.
Leverage points for optimisation are identified
through a thorough comparison of spontaneous reactions
and quantitative scores.
The add+impact
