Using Audience Response Systems In Marketing Research

Related Articles

There are 2 articles in our archive related to this topic.

What Casablanca can teach us about conducting more effective ad research

By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.

A case study using the Heineken “Weasel” commercial

A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A case study using the Heineken “Weasel” commercial

A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

What Casablanca can teach us about conducting more effective ad research

By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.

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