Archives :

What’s a Celebrity Worth?

Posted on December 18th, 2014

There are many theories about how brands can derive value from celebrities but which are right? We report an empirical test of celebrity impact and draw conclusions on how best to make those investments.

Tags: , , ,

Is that Tracker Really Moving?

Posted on November 16th, 2014

Brand trackers bounce around frustratingly from month to month. We discuss what causes these movements and detail strategies for seeing through this noise to the underlying image movements.

Tags: , , , ,

Chances Are: Online Dating

Posted on October 23rd, 2014

“For the busy and single, online dating has lost its taboo”


And the 2014 Winner is…?

Posted on October 17th, 2014

Using our proprietary ad-evaluation methodology we’ve tested previous IPA winners and losers. This data reliably indicates who will win. Accordingly, we report the results of the forthcoming IPA Awards.

Tags: , , ,

What is an Ad’s Emotional Core?

Posted on September 18th, 2014

Most ad tests include measures of emotion. But given the complexity of human emotion, we question the robustness of existing approaches and present the first part of a more reliable framework.

Tags: , , , ,

Emotalizer: Scottish Independence

Posted on September 11th, 2014

“David Cameron may well feel ‘heartbroken’ by a Yes vote, but the English public doesn’t care if Scotland secedes”


Next Most Likely: Bad Service Experiences

Posted on August 22nd, 2014

“Quick to complain about bad service, but will we actually move our custom elsewhere?”


What Matter Your Tracker?

Posted on August 21st, 2014

Most companies track customer perceptions but few companies measure how those images change behaviours. We describe how to bridge this gap and how companies frequently track images that don’t matter.

Tags: , , , , ,

Emotalizer: World Cup Emotions

Posted on July 7th, 2014

“The British public still feeling the pain of England’s World Cup performance, and haven’t forgiven Suarez just yet”


Chances Are: Donating to Charity

Posted on May 31st, 2014

“Women and students donating to charity significantly more”


The Worth: World Cup Winners and Losers

Posted on May 31st, 2014

“Before the World Cup would you have given £32 of your own money to see England lift the trophy? Half of you would have”


The Worth: The Common Cold, the Monarchy and Piers Morgan

Posted on April 27th, 2014

“Her Majesty versus Piers Morgan”


Emotalizer: Chris Martin and Gwyneth Paltrow Divorce

Posted on March 29th, 2014

“The Emotalizer asks respondents to rate news stories on both pleasure and activation.”


Next Most Likely: John Lewis ‘Hare & Bear’ TV Advert

Posted on February 5th, 2014

“The power of ads”


Chances Are: New Year’s Resolutions

Posted on January 31st, 2014

“Singles are less likely to follow through on their New Year’s resolutions”