Entertainment evaluation
Ian WrightIpsos MediaCT
Ian Wright of Ipsos outlines a methodology for measuring branded entertainment that enacts an 'experimental design' in a controlled environment that mimics normal exposure to the content.
Measuring a branded entertainment campaign can be the market research equivalent of putting together IKEA furniture - simple in concept, surprisingly difficult in practice. And like that Aardvark wardrobe you've spent several hours trying to assemble; you can be left looking at lots of components without knowing how they relate to one another and unsure if the whole thing will actually fit together.
As anyone who has...