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Marketing Communications

Things that Were Not Possible Yesterday, MCR Makes Happen Today

Harris Interactive Marketing Communications Research (MCR) has market research solutions to test the performance of your marketing communications across all media. From ideation to concept and communications tests to brand loyalty measurement, we offer online qualitative and quantitative methodologies that measure and test the effectiveness of your marketing message.

Who We Serve | What We Do | How We Do It | Our Philosophy
Product Portfolio | News Releases

 

Who We Serve

Agencies/Marketing Consultants—MCR serves as a partner to agencies and marketing consultants who want to gain the competitive edge necessary to recruit and retain the most discerning advertisers. With timely, affordable information, agencies can differentiate proposals and set the direction for thoughtful creative.

Advertisers—Our comprehensive product portfolio is designed to serve the advertiser’s needs as well. Interactive research gives marketers a holistic view of multimedia advertising. The marketer is then in a desirable position to set policy and take measures to protect and build equity while maximizing advertising investments.

What We Do

We understand the shortcomings of today’s advertising research and have taken the necessary steps to overcome them. By taking advantage of the flexibility and value Internet-based research offers, we have been able to create a carefully designed and researched methodology for testing and tracking advertising.

With the merging of traditional and interactive mediums, your communications research needs to measure and assess the impact of your entire advertising campaign, including print, TV, radio, and online. Internet research empowers both advertisers and agencies to get top-of-mind reactions to storyboards, video and audio clips, animatics, and banner ads.

It’s All About Your Brand

At some level, all advertising is designed to build equity in a brand. A strong brand will lead to strong share. The equity of a brand is most influenced by:

  • Differentiation
  • Prestige
  • Relevance
  • Familiarity

Harris Interactive identifies the earliest predictors of brand movement. We believe there are four important measures that predict brand movement:

  • Behavioral
  • Emotional
  • Cognitive
  • Fit

How We Do It

Harris Interactive MCR uses an online methodology to test and track integrated marketing campaigns through development and execution.

Harris Interactive MCR research tools are interrelated. Together, they support of the objective of building and nurturing the brand while each step in the process is designed to provide valuable information on a stand-alone basis.

Ideation

Harris Interactive Virtual VoiceSM

Qualitative, online interviewing used to explore and test ideas, discover the range of different perceptions and experiences between people, and explore the factors that determine how people make choices.

Harris Interactive QuickQuerySM

An omnibus study designed to provide you with "quick read" information. Responses to custom questions from 2,000 general population respondents in 48 hours.

Concept Testing

Quantitatively test the effectiveness of your marketing message before you invest the time and money in creative development. Specifically, test the relative effectiveness of competing market positioning concepts and statements.

Creation

Communications Testing

Designed to diagnostically test the effectiveness of an execution in communicating a specific message and creating cognitive, emotional and behavioral responses across single and combined media.

Confirmation

Brand Tracking

Designed for multimedia, integrated campaigns. The standard process survey has the following flow:

  • Screening questions
  • Brand equity questions
  • Unaided & aided brand awareness
  • Aided recognition (2 ads/respondent)
  • Usage & purchase intent
  • Aided awareness of your brand and competitor ads
  • Copy point recall (i.e. functional awareness)
  • Brand imagery (every nth respondent)
  • Limited number of custom questions

Other Research Services

  • Market segmentation
  • Naming research
  • Product Positioning
  • Website development and evaluation
  • New product testing
  • Package and label design testing
  • Feature trade-off analysis

News Releases

We periodically issue news releases related to Marketing Communications Research. By clicking on the link below, you will go to the News Room section of our website. View the current Marketing Communications Research news releases.