Imagine that we can test imagination! An integrated bio-qual approach to test TV ads on a concept level
Cristina de BalanzóTNS, UKRafal OhmeHuman Mind & Brain, PolandHenk EisingHeineken International, Netherlands
INTRODUCTION
This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.
With this in mind, we would like to take a first step towards a new...