uniting qualitative and quantitative
has been an ongoing debate in recent years about how consumers process
communication and advertising 'activity'. For example, whether it is low
involvement or not, whether one should pretest or not, whether a pretest
should be predictive or not, even to the point of whether one single facet of
abovetheline communication likeability ties into cognitive
processing or responsetransfer viewpoints. Somewhat dry and boring, isn't it?
article explores why this debate has perpetuated itself and discusses the
journey we, at insight Engineers, are making to go beyond established thinking.
We would like to challenge the traditional rules of engagement of the research
industry on these issues and argue for the need to continue to reengineer our
approaches to clients' communication strategies specifically the typical
language and order used in quantitative questionnaires and the case for
their overhaul and reexamination.