Magazine Impact Research Service (MIRS)

MIRS is our prototype Impact testing system, developed by Dr. Gallup and enhanced in many ways since its inception. Conducted in ten widely dispersed markets, interviewers screen respondents for eligibility door-to-door and ask them to read a current issue magazine as they normally would at home. The issue they receive contains a test ad that either appears there naturally or is tipped in so as to be undetectable. The following day they are recontacted and taken through our core measures (intrusiveness, persuasion, brand rating and ad liking) without looking at the magazine. Next, the entire sample is asked to look at the test ad before they are administered diagnostic questions, which are both standardized and custom. Data can be enhanced with a variety of proprietary analytic procedures. Reports include tabulations of all data relative to norms, verbatim respondent playback, performance summary and a diagnostic analysis based on G&R's proprietary database of success factors.

Key Benefits and Features: