Super Bowl watching is a social experience. We watch the game eagerly for its pomp and competitiveness, but also to assemble with friends and family, be part of a community, and engage with others as the show and the advertising unfold. We share food and drink. We talk before during and after the game. And, […]
Tag Archives | Norms
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What’s in a Norm? Food for Thought
October 16, 2013 in Research Methods
Ad research pioneers George Gallup and Horace Schwerin had mixed opinions about the value of norms. They understood the theoretical importance of benchmarking, but they also understood the knowable and unknowable error that all benchmarks have. Indeed, Horace Schwerin once commented that he believed copy tests should be conducted without norms. It was his view […]
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Tags: analysis, benchmarks, copytesting, gallup, Gallup & Robinson, marketing research, metrics, Norms, research, robinson
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