THE COMMUNICUS research methodology
Communicus offers a very different approach to the analysis of advertising effectiveness than either ad tracking or marketing mix modeling.
- Both ad tracking and marketing mix modeling attempt to explain fluctuations in brand metrics based on the presence/weight of advertising;
- Communicus isolates the impact of advertising by comparing changes in brand metrics, over time, among those who have seen advertising versus the changes that occur among those who have not seen advertising.
This involves:
- A longitudinal panel research design, in which the same people are interviewed at two points in time.
- Proprietary and accurate measurement of which specific ad executions each individual has engaged with, across media, between the first (PREcomm) and second (AIRwave) interviews.
These basic design features enable Communicus to provide far more sensitive feedback on the impact of advertising than is possible with any other advertising research design.
THE COMMUNICUS experience base
We’ve measured, analyzed and reported on over $30 billion worth of advertising in the past 25 years. Our normative frame of reference is unparalleled in the industry.
But, of equal importance, we know how to interpret in-market advertising findings with a focus on actionabiity—what the findings mean you should do next to ensure the best possible future advertising results.
THE COMMUNICUS client service philosophy
We are in business to provide you with the information and insights that you need to make smarter decisions about your advertising.
To that end, our pledge is to:
- Listen carefully to your questions, to ensure that we understand the advertising-related issues that you are facing
- Design the study that best meets your needs, within your budget parameters
- Conduct the highest quality research, with the utmost integrity, using proven methods and providers
- Deliver thorough and insightful analyses, on time and on budget
- Guarantee principal involvement in every study – you’ll never have a junior analyst telling you what he or she thinks you should do
Our current clients can, and do, attest to the quality of our client service.
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