Advertising Research

MMR Strategy Group Advertising Research helps advertisers measure which ads will create the most impact. Whether you are launching a product or reaching a new audience, our research methods and survey designs support insight-led growth strategies that help you move confidently towards your goals. We have over four decades of experience and have completed hundreds of projects that attest to our expertise in identifying metrics that matter and providing strategies to reach your audience more effectively.

MMR Strategy Group helps clients develop and refine their existing and proposed advertisements and other marketing communications, using a variety of research techniques.

Depending on the issues, we can conduct surveys or experiments to test the appeal and effectiveness of advertisements on a large scale. Or, we can conduct focus groups or in-depth interviews (IDIs), allowing us to better understand what’s on consumers’ minds as they view an advertisement. We can also track and measure the sales of a brand over time, and use pre-post testing to determine the revenue impact of a new ad campaign. Whatever our clients need for their advertising and communications research, we use the most appropriate research tool for the job.

What Do MMR Strategy Group Advertising Research Surveys Study?

MMR^® advertising and communications research studies help clients evaluate and improve aspects of advertising and marketing communications using a variety of research techniques. Whatever our clients need for their advertising and communications research, we use the most appropriate research and analysis tools for the job. Our advertising research studies may measure:

Ad Effectiveness: Ad effectiveness studies can measure the cognitive or emotional impact of an ad, such as whether or not the ad creates, strengthens, or changes awareness and attitudes. Using advanced analytic techniques, ad effectiveness studies can also identify the impact of an ad campaign on financial measures such as sales volume, price premium, and revenues.

Concept Testing: Concept tests measure the appeal of different concepts, and also determine whether or not customers are likely to buy a new product or service. Concept testing helps clients to identify the right concepts to pursue and to focus development resources on the most promising concepts.

Copy Testing: Copy testing improves ads by measuring the overall appeal of the ad, identifying what specific components of an ad are most liked or disliked, and offering specific suggestions to refine and improve ad copy. Copy testing helps companies improve copy used in ads and other marketing communications.

Package Testing: Package testing measures the appeal and usability of packaging. Findings can help clients improve the copy and design of their packaging, or help clients develop more useful and more attractive packaging designs.