Researchcraft

Tracking philosophy
Most, but not all, of our tracking work is based on continuous interviewing because our experience over many years has shown that continuously collected tracking data is usually superior to pre/posts or a series of dipsticks.

We believe it is essential to include both brand and advertising measures in tracking studies and to use purposedesigned questions to assess the objectives of each campaign. Depending on the objectives, we recognise that building ad awareness together with involving advertising memories may be sufficient proof of the advertising’s effectiveness – for many reasons it can sometimes be unrealistic to expect brand measures to move as well.

It is now widely recognised that brands operate both at rational and emotional levels, and our tracking methodology and interpretation incorporates this belief. We put a lot of emphasis on ad diagnostics based on those recalling the advertising.

It has become quite usual for advertising and marketing activity to encompass several media either as well as, or in place of, TV. Our methodology recognises the difference between the way TV advertising and other media work. For example, there is substantial evidence that consumers are well able to remember TV ads spontaneously and if they can’t, this is due to the ad itself rather than limitations of memory. With other forms of advertising - press, posters, and so on – there is an equally clear empirical finding that prompts are needed, since without the powerful visual impact of TV, advertising in other media is seldom well recalled. We always interpret tracking findings in the context of the advertising spend, and in the case of TV this is formalised through the use of an ad awareness model.

We have tracked so many successful campaigns that we are firm believers in the power of advertising.


Distinctive features
Making the most of tracking data is a specialist task. At Researchcraft we have developed a sensitive approach to relating tracking findings to advertising and marketing objectives, which is founded on over 20 years’ experience across well over 100 tracking studies.

It is an essential element of the Researchcraft philosophy that projects are handled at director level, where there is a thorough understanding of how advertising and marketing initiatives can impact on tracking data. This means we can offer high-level interpretation.

Our tracking studies are individually tailored to the specific needs of each client and the budget available. We do not offer ‘off-the-shelf’ packages, neither are we constrained by a formulistic approach. We do, however, adopt a rigorous approach to both methodology and interpretation of findings.

We genuinely want to be involved in the client’s business and to make the most of its investment in tracking studies.


Measures:
Brand measures appropriate to the activity (typically but not exclusively awareness, claimed usage, consideration, image). Advertising measures are as follows.

• Ad awareness in general (not specific to a particular medium)
• Ad awareness, medium by medium
• For TV – spontaneous playback of advertising
• Spontaneous and prompted ad communication (covering both imagery created by the ad as well as rational communication)
• Empathy/attitudes to the ad
• Persuasion
• Advertising recognition and association with the brand

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR