think. feel. do.
do. feel. think.
feel. do. think.


Schools of Advertising Research

A Note about Qualitative Techniques: In addition to the previously discussed quantitative schools of techniques, qualitative techniques like Focus Groups and In-Depth Interviews (IDIs) are used extensively in advertising research to explore the rationale behind the views and opinions of potential audiences. The basic assumption behind qualitative research is that people tend to give more insightful responses in a relaxed, non-threatening environment.

The qualitative research methodology enables one to more fully understand why people respond as they do.

In spite of its apparent attractiveness, qualitative research suffers from several limitations when it comes to assessing the potential effectiveness of concepts and creative. As Cooper (2001) pointed out, "qualitative research cannot tell you conclusively whether or not a piece of advertising will break through the advertising clutter; whether it communicates as much when seen in the context of a night's viewing as it does on its own in a research environment; whether it will 'perform' as well as other executions or other campaigns at other times."

Others have pointed to potential problems concerning the contaminating effects of artifacts, e.g., irrelevant person-related factors that may not really measure the effectiveness of the ad. The subjective and difficult-to-interpret nature of the data, has led to the current use of qualitative techniques more at the copy development stage. Current practice is that qualitative research can provide new insights and interpretive guidance, particularly for copy development, but is not reliable enough for evaluative copy testing