Project Apollo: Consumer-centric insights – the dawn of a new era of advertising research
Leslie WoodLWR, Inc., United States
Donald C. GloecklerNorth America Media Research, Procter & Gamble Company, United States
The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all waiting with bated breath. Why? What is the potential? This paper provides a brief overview of the U.S. single source pilot and its results. It will also describe some of the...