General truths? Nine key findings from IRI test data

An unprecedented U.S. industry collaboration enabled the authors to conflate the data from some 400 individual advertising tests using IRI BehaviorScan panels.

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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands