ABSTRACT
Research International (RI) is a very large custom research firm with offices in 44 countries. RI has extensive copy testing involvement, and over the years has evolved an approach to methodology based on “best current practice.” In practical terms, that means using custom samples with forced exposure of the advertising, and asking a series of evaluative and diagnostic questions. Although action standards are sometimes set using a comparison to an unexposed control sample, for the most part we use our database of test results as a normative guide. In the early 1990s, RI incorporated cognitive response measures into our standard copy testing method-ology. Since then, we have conducted over 200 copy tests in the United States, Europe, and the Pacific Rim using Cognitive Response AnalysisSM, and have accumulated a database of test results that is now sufficiently broad for analysis.
