Ad*Lab

Next*AdLab is a new kind of research that marries the best features of quantitative and qualitative approaches.

It combines rigorous quantitative assessment of the advertising effectiveness of several creative routes with detailed qualitative insights into how each route works. This enables you to:

• respond to qualitative findings in real time and interact qualitatively with respondents to gain more insight
• react to new information or surprising findings as they come up
• get answers to research questions the day the research is carried out
• create a "time dedicated to advertising", gathering consumers and advertisers to go beyond preconceived opinions and to develop common understanding.

Next*AdLab is:

• real time: results are tabulated and displayed immediately, question by question, during the quantitative sessions so that all the quantitative results are available by the end of the sessions. The qualitative sessions take place immediately after.
• robust: the standard sample size is 100 respondents per quantitative session. For qualitative sessions, a sufficient number of groups moderated by our qualitative experts.
• flexible: the methodology allows for testing of any kind of material, including storyboards, rough or finished adverts, as well as other types of stimuli or campaigns.
• international: it is available in all major countries.