Wayside Pulpit: The emperor has no clothes!

Michael Cramphorn and Peter Blackwell

This articles argues that, in a professions that is all about accurate measurement, nobody seems concerned about the use of clutter reels for pre-testing.

'The Emperor has No Clothes!'

Peter Blackwell, NOP, and Michael Cramphorn, Add+Impact, argue that clutter reels are a hindrance in commercial pre-testing

It is extraordinary that, in a profession that is all about accurate measurement, where the dangers of experimenter bias and order effect are well recognised, nobody seems very concerned about the use of clutter reels in pre-testing.

The arguments for clutter reels centre on normality. Because TV ads are exposed in clusters, the best way to expose test ads is in clutters (not a bad name, since it clutters up the research).

Clutter reels are...

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