Analytic Capabilities

Enabled by the development of sophisticated computer software and advanced multivariate techniques, G&R has developed proprietary analytical programs that enhance the insight and utility of its basic Impact services. These include:

• Concept Convergence Analysis (CCA): This applies an attitudinal battery measuring respondents' perceptions of a test ad or commercial and compares the profile to that of their perceived self-image. Attitudinal segments are identified by factor analysis and overlayed with the advertising perceptions to determine “goodness of fit” between ad and segments. The process pinpoints those consumer segments with which the advertising does or does not resonate most strongly. Sometimes advertising that is a poor match with broad audiences is right on target with the psychographic segment it was intended to reach.

• Advertising Response Modeling (ARM): Employing advanced regression techniques, ARM is a path analysis that quantifies the performance drivers of Impact test measures, be they intrusiveness, persuasion or ad liking. ARM separates central (brand related) from peripheral (ad related) messages and cues to isolate specific drivers of overall effectiveness. This unique tool goes well beyond correlation analysis to aid our understanding of the dynamics of advertising performance. This insight can be an invaluable aid to our clients in enhancing both the message content and tonality of their advertising executions.