Tag: Brand Insight
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Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part II
In Part I of this blog series, we examined some of the practical issues with the use of standard normative data for providing context for advertising research. While having the global databases and expertise to provide traditional database averages as the situation warrants, MSW●ARS also offers approaches to the question of context that avoid the issues…
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Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part I
Context is important. Consider the story of little Johnny, just returned from school with a test paper for his father to sign. “Hi Dad, could you please sign this for me,” Johnny said uncertainly, handing the paper to his father. “Mm, a 75 huh,” Dad said thoughtfully pursing his lips, “what was the class average?”…