Mirio E. D. de Rosa

Testing your message, aka advertising test, is done with quantitative marketing research. Show a copy of the advertisement, be it a storyboard or the real ad, to a representative sample of the public supposed to be exposed to the message, and test 3 elements: Comprehension, Reaction, and Memoriz...more

The industry sector you deal with may lead to different suggestions. In general, however, “product research” may suggest you are working on a new product launch or re-staging. In such cases, begin with the framework, consider the research tools, and then move to the operating part of the research...more