Page 5 of 8 About advertising research methodologies we employ • Research methodologies are bespoke and will depend on the task - anything from content analysis, depth interviews or focus groups to structured surveys or longitudinal panels can be appropriate. • flyresearch is strongest on quantitative methodologies, which usually means a survey. However, sometimes qualitative studies are more appropriate in which case we will recommend this route, but we will work with an experienced partner to execute either focus groups or depth interviews. • Of the techniques we offer (and mentioned above) it is possible to combine some of them into one survey tool – for example ad tracking can track both awareness and brand attribute perceptions. • Similarly a monadic advertising study (showing just a single execution) can be adapted to be semi-monadic to show several creative executions (whilst focusing most on the data gathered on the execution shown first). Semi-monadic is basically a way to stretch a budget and whilst technically not quite as “pure” as monadic methodologies, sometimes the realities of budgets make it a very sensible approach. flyresearch staff have nearly all worked client side as well as agency side and so have a pragmatic approach to solutions – as long as they deliver the learning. |
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