Are you asking the right Questions?

Validity is not enough

Do you know what questions to ask?

The question I hear most often is what is the validity evidence for you test. But that is the wrong question. It is fascinating to me that, over the course of 10 years I was never once asked what I feel is the most important question when wanting to know how a good a test actually is. More…


Recent Articles

Ads don't need to capture Attention in order to be Effective

For many well established Brands Attention is over-rated. The new integrated model of Ad Effectiveness shows that it can be just as important for the ad to reinforce the current image and precept ions of the Brand among purchasers. More…

Ad Testing Must be Integrated

For far too long the Advertising Industry has been using a catch as catch can approach for advertising research. Unfortunately, such an approach does lend itself to long term learning about the hows and whys of advertising effectiveness. More…

Testing Kids

Advertising to children has skyrocketed over the past decade with more than $2 billion spent annually in North America on advertising directed at kids. Children, aged 2 to 12, are exposed to over 20,000 commercials More…

Recent News

  • February 10, 2008 - A New Integrated Model of Advertising Effectiveness is introduced!
  • February 20, 2008 - New Website goes Online!