The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past two years. This is the first of an annual series. The advertiser report covers a variety of subjects, including the name of advertisers’ research departments and their structures, spending and KPIs, what skills researchers need and what tools they employ, and even how satisfied they are with their department. Editor’s Note: The full report is available to members only.
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All three of the companies represented in the session conduct continuous market research and monitor how the COVID-19 pandemic has affected recent respondent behavior, introduced biases or required wholesale changes in data collection methods. For the most part, they reported sufficient continuity providing reassurance that market research has remained resilient and continues to provide insights for marketer decision making. Editor’s Note: The full report is available to members only.
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An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.
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What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads.
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