The euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only 'skimming the surface' or taking the lowest common denominator when researching creative work - particularly when dealing with multi-country issues.

The euro 2002 information campaign

Using qualitative research to guide the creative development of communication materials

Anna Moody The Research Business International andAmman Werner Publicis

INTRODUCTION

The social and economic impact of changing to the...