General truths? Nine key findings from IRI test data
Leonard Lodish and Beth Lubetkin
An unprecedented US industry collaboration enabled the authors to conflate the data from some 400 individual advertising tests using IRI BehaviorScan(r) panels. These include ad weight tests, long-term ad effects, sales promotion and other variables - across diverse products, strategies and circumstances. A major aim was to detect more general truths: nine 'key findings' are offered. Some may seem obvious, others to pose more questions than they answer, but they have been welcomed (and begun to be applied) by many of the study's sponsors....