After all that has been said
Posted: Sun Jan 19, 2025 4:20 am
Afavourable circumstances and, either due to a certain shyness in front of clients or due to convenience or laziness, we have not been able to shout out loud and warn our clients of the process of wear and tear that questionnaires sometimes last for more than 25 minutes imply (is the first answer as valid as the last?); of the difficulty of getting people to respond and maintain their attention on a questionnaire that researchers themselves find boring and sometimes without much sense, etc., etc.
In the same way, we ended up accepting that advertising band data effectiveness tracking was the catch-all where everything fit and was justified for the sake of it. That is, to the extent that there was an implicit agreement (taboo) not to mention any of the underlying issues that called into question the importance of having continuous measures of advertising effectiveness, any type of question and issue specific to an ad-hoc problem was included (for free) in the tracking, further lengthening a questionnaire that at the same time involved more wear and tear, disconnection, difficulty, etc.
how can we now regain the importance and need for advertising tracking?
It is not at all difficult. We sincerely believe that having a tool that allows us to monitor the effects of communication on brands and that correlates with the reality of the market is nothing to sneeze at.
We live in an era of rationalization of spending, of measuring our investments and their return, and this is going to increase. “Less is more” is the climate and the concept of this era, and both to establish “less” and “more” an effective measurement is needed.
In the same way, we ended up accepting that advertising band data effectiveness tracking was the catch-all where everything fit and was justified for the sake of it. That is, to the extent that there was an implicit agreement (taboo) not to mention any of the underlying issues that called into question the importance of having continuous measures of advertising effectiveness, any type of question and issue specific to an ad-hoc problem was included (for free) in the tracking, further lengthening a questionnaire that at the same time involved more wear and tear, disconnection, difficulty, etc.
how can we now regain the importance and need for advertising tracking?
It is not at all difficult. We sincerely believe that having a tool that allows us to monitor the effects of communication on brands and that correlates with the reality of the market is nothing to sneeze at.
We live in an era of rationalization of spending, of measuring our investments and their return, and this is going to increase. “Less is more” is the climate and the concept of this era, and both to establish “less” and “more” an effective measurement is needed.