The Communicus system provides insights not available from any other research provider; insights that you can trust to inform your most important advertising decisions.
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 your campaign by comparing changes in brand metrics, over time, among those who have seen your advertising and other communications elements versus the changes that occur among those who have not engaged with your marketing communications program.
This involves:
- Determining, with a high degree of accuracy, who – within a sample of your target audience consumers has engaged with, and stored in long term memory, each individual ad and other communications element within your overall advertising and marketing communications program.
- If they don't engage with it, it can't change their attitudes and behavior. As such, isolating the actual engagement with each campaign element within your campaign is the necessary first step in quantifying and diagnosing campaign impact on the brand.
- Communicus is the only system that provides validated measures of consumer engagement with each campaign element – not just TV or print, but also the full range of out-of-home, promotional components, online/digital communications elements, sponsorships, program integrations, etc. Unlike many systems, Communicus measurement protocols are media neutral, not biased in favor of certain offline or online media or creative approaches.
- b. Employing a longitudinal design – in which the same people are interviewed at two points in time: before the campaign has launched and again later, after the campaign has run in-market for some period of time (which varies according to the media/communications plan and consumer purchase/decision cycles).
- Only by interviewing the same people before and after campaign exposure and engagement is it possible to actually isolate the impact of advertising and other marketing communications. We can tell you what would have happened to brand attitudes and behavior without advertising, and what changes the campaign overall – and each individual campaign element – produced among those who engaged with it.
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
Using the basic approach outlined above, 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 actionability—what the findings mean you should do next to ensure the best possible future marketplace 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 consumer marketing communications program. The result – overall improvements in marketplace performance over time as Communicus knowledge infiltrates your advertising, marketing and consumer insights teams.
To that end, our pledge is to:
- Listen carefully to your questions, to ensure that we understand the marketing communications-related issues that you are facing
- Design the research program 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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