ABSTRACT
The behind-the-scenes world of market research is traced by Kevin Goetz, Founder and CEO of Screen Engine/ASI. Subjects include demographics, psychographics; history, David Ogilvy, Star Wars, Joe Farrell; Apocalypse Now, Fatal Attraction; NRG; capability studies; concept studies; General Social Survey (GSS), National Opinion Research Center (NORC); University of Chicago; four-quadrant audience; The Avengers: Age of Ultron; marketability; positioning studies; monadic testing; playability; recruited screenings; test screenings; questionnaires; focus groups; diagnostic questions; marketability; creative advertising testing; flight; TV spots; ad testing; tracking analysis; awareness, interest, choice; aided, unaided; buzzability; exit polls; Rentrak; PostTrak; MPRM Communications; social media; scrape; budgets; consumer panels; political research.
