Project Apollo: Consumer-centric insights – the dawn of a new era of advertising research

Leslie Wood
LWR, Inc., United States

Donald C. Gloeckler
North America Media Research, Procter & Gamble Company, United States


The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all waiting with bated breath. Why? What is the potential? This paper provides a brief overview of the U.S. single source pilot and its results. It will also describe some of the potential of Project Apollo and demonstrate a variety of early examples of the delivery on that potential.


There have been several single source databases. The prototype and first foray into this was a study designed by Colin McDonald and Timothy Joyce in 1966. It was conducted in England with 255 housewives for three months writing down every purchase they made and ticking off every program they watched and magazine they read (McDonald 1970).