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Interactive Electronic Group Research

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Tags: | Audience Response Systems | Interactive Electronic Group Research

 

Recent Articles

Below is the recent article 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.

Related Articles

There are 10 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.
PBS station tests direct mail pieces with dial response measurement system
To pre-test the effectiveness of a mail campaign to renew lapsed members, a Phoenix-area PBS station, KAET-TV, gathered feedback from groups of lapsed KAET members by using MACH 2, a dial response system. Via hand-held controllers, each individual responded to two mail pieces. The sessions finished with a focus group to elicit more open-ended responses
Respondents in interactive groups approve Best Western's ambitious ad campaign
Best Western used interactive large-group interviews to determine the success of its new television ad campaign aimed at informing consumers that the hotel chain had upgraded its appearance and quality.
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.
Group response measurement systems aid in ad testing and more
Audience or group response measurement systems (RMS) find out what the people in a gathering think about any issues or material presented and then display that information instantly. This article explores potential applications of RMS in both quantitative and qualitative research and describes several strengths of this technique.

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