Viewpoint – Measuring the right things

Les Binet
DDB Matrix

Peter Field

We live in an era of accountability. Everything must be measured so that we know whether we are making progress and, more importantly, can prove to our bosses that we are doing so. We have a very successful and progressive market research industry that can supply all kinds of metrics to management teams to ensure that their brands are on track.

So how come most of us study the wrong measures?

Analysis of the 880 national case studies of the IPA effectiveness dataBANK (see Binet & Field 2007) suggests that most marketers are far too influenced by intermediate consumer measures, and not nearly enough by business and behavioural measures.