Monthly Archives: December 2011

Award Winning Adverts Irrelevant and Incomprehensible?

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It may come as a surprise but this insight comes from Millward Brown in the recent article “Creative Effectiveness” (ADMAP,Nov, 2012).

In the article Millward Brown writes that ads which won IPA, Effie and Cannes Lions awards score highly on three of13 criteria that are part of a Millward Brown Link test:

  • Enjoyment
  • Involvement
  • Different to other adverts

The data presented by Millward Brown appears to support this, but one of the thirteen criteria that make up the Link test is mysteriously missing from the Effie results. Continue reading →

Gamification of Market Research

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In a The Emperor’s New Sneakers I noted that sampling bias and Subject Expectancy effect causes erroneous results in online panel research. There is another problem with traditional question-based market research, Rory Sutherland, the Chairman of Ogilvy, summed it up nicely in an interview June 2011:

“The conscious, rational brain isn’t the Oval Office. It isn’t there making executive decisions in our minds. It is actually the press office, issuing explanations for actions we’ve already taken.” Continue reading →

The Emperor’s New Sneakers

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EyeTrackShop claim to be able to eye track a home based panel of participants using standard low resolution webcams. It’s a big claim that could revolutionise market research.
We were interested to find out if EyeTrackShop really works so we replicated an EyeTrackShop study with two fundamental differences:

  • We used specialist eye tracking equipment costing over $20,000 each, as used by thousands of academics so we know the eye tracking results are accurate.
  • We recruited participants using an in-street intercept rather than a self-selected online panel. Continue reading →