(c) Copyright Salt Partners Limited 2016. All rights reserved.

How dangerous is your risk aversion?

Most big advertisers’ idea of best practice for the development of ad campaigns includes a fairly rigorous quantitative test before they put an ad on the air. Often the test results involve prescriptive changes and retests until a ‘pass’ is declared. But the effectiveness and usefulness of quantitative research doesn’t rely on a moderator the way qualitative testing does, it relies more on the specific methodology of the research company – and this is where the danger lies. The differences between methodologies are vast insofar as some are designed based on a home-grown set of benchmarks of what makes an effective ad, and others are based on how human beings react to stimulus per se, and whe