The Qualitative Research Consultant's Association has a series of web-casts (they call them Q-Casts) that are free and available to anyone. The next one relates to a topic that may be near and dear to your heart: how to test communications, including advertising, packaging, concepts, media content, and other communications. The organization's guidelines restrict 'pitching', so the presentations usually have solid information, and you can ask questions via the chat room.
Here are the details:
The 4 Cs of Truth in Communications
Thursday, December 6, 2007
12:00 p.m. ET (GMT -4; BST -5)
Speakers: Isabelle Albanese and Eileen O'Malley
For more information and to register for the free online Qcast click HERE.
The 4Cs of Truth in Communications™, a fool-proof framework for researchers to objectively evaluate consumer response to qualitative communication stimuli. No matter what the stimuli – from traditional advertising, to package graphics, concepts, logos, menu boards, media content, applying the 4Cs will help identify if it really rocks or if it’s likely to sink like one! This method is immediately actionable – it can be used in your very next consumer communication project.
The 4Cs model is also an effective way to get disparate constituents (brand clients, consumer insights, ad agencies, etc.) on the same page relative to evaluating consumer feedback – something that can always be a challenge in any communications environment. It’s a great back-room tool for focus group research as well. Observers follow consumer feedback easily by instantly assessing how the stimulus performs on each of the “Cs”. When it comes time for the de-brief, everyone has a consistent format for structuring feedback – which makes the de-brief flow very smoothly.
