Anderson Robbins Research is regularly called upon to design measurement programs to provide our clients with an accurate ROI quantification. Our impact measurement and tracking research provides the information required to track changes and shifts in attitudes and behaviors, and determine how best to optimize and/or make changes to messages and tactics in real time.
Our approach to measurement research is rigorous and flexible—rigorous to justify changes in communications budgets, and flexible to adjust to changes in strategy, budget and the media environment. Every measurement program we design encompasses the following:
- Clear, realistic goals: All tracking programs must begin with clearly defined, realistic measurable goals. We work with our clients to review media buys and then determine the most appropriate metrics with which to measure progress or “success.”
- A customized approach: No two communications campaigns or strategies are alike. Because of this, we do not use data from other campaigns (also known as norms) to assess our clients’ progress. Rather, we develop customized research programs to ensure our clients’ communication efforts can be evaluated accurately over time.
- Scalability: To determine a client’s ROI, campaigns need to be assessed and monitored regularly. Our measurement programs can be adjusted and scaled to maximize our clients’ budgets over time while providing them with the information required to manage and adjust communications appropriately.
Our work in this area has been used for assessing the impact of communications in pilot markets, as well as national and global campaigns.