Uniting qualitative and quantitative

Jeff Deighton

Jeff Deighton, insight Engineers (the quantitative arm of Fathom International), argues for greater seamlessness between the qualitative and quantitative disciplines and the client team in the development and pre-testing of advertisements.

uniting qualitative and quantitative

Jeff DeightonInsight Engineers

There 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?

This article explores why this debate has perpetuated itself and discusses the journey we, at insight Engineers, are making to go beyond established thinking....

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