Accurately predicting, recognising and maximising the value you receive from our advertising is as much a science as it is an art.

At Roy Morgan Research, we've been analysing advertising hits and misses for over fifty years and have unparalleled experience in blending scientific research techniques with innovative tools to measure both rational and emotive responses with creative integrity and sensitivity.

Of course, we can track your advertising, flight by flight, and report on ad recognition and brand linkage against TARPs, readership and/or expenditure.
We can also load your sales data into our award winning ASTEROID software and report on precisely who the real buyers are.

But experience has shown that the earlier you involve us the more valuable we can be.

From Roy Morgan Single Source, the world's richest database of consumer attitudes, media consumption brand preferences and buying behaviour, we can not only segment and pinpoint your prospects more precisely but help you formulate the most cost effective strategies to reach them with Media Planner.

From our Online Survey Panels, Personal Interviews or CATI Omnibus, we can help identify opportunities, prioritise benefits and test offers to help create a brief or respond to one.

From Conception.

We believe that most concept and ad testing techniques do indeed suffer from the flaws that have infuriated agency creative people and enlightened clients alike for decades.

In spite of the fact that one of the primary challenges to creators of advertising is to make sure it gets noticed in the first place, some techniques begin by boldly presenting advertisements in an entirely artificial context, immediately eliminating the ad's pulling power as a criterion. As if to add insult to injury, some then proceed to ask the respondents 'what they think of the ads or concepts'. No wonder ad tests often meet resistance!

The foundation of AdValue Research is the Natural Exposure™ methodology that has been proven with thousands of ad tests over more than thirty years by Mapes & Ross, Roy Morgan’s specialist ad testing division headquartered in New York. The concepts and ads (for any medium) are placed in their natural environment (in the newspaper/magazine, on the web site, in a television or radio program) to which the respondent is exposed, in their natural environment (usually at home). Respondents, who believe they are rating the program or content, indicate their brand preferences before and after exposure to the ads, which form the basis of Natural Exposure Persuasion scores. In conjunction with other AdValue Research techniques, including The Reactor, Natural Exposure delivers the most accurate and detailed predictions of how your concepts and ads will perform in the real world.

AdValue Research.

You won't find a company, anywhere in the world, more committed, more experienced and better resourced to help you determine the real value of an ad, an idea or a campaign. Especially when combined with the collected wisdom of Roy Morgan's professional researchers and unparalleled wealth of market data, our proven tools and techniques will help you squeeze every last dollar of value from your advertising investment.

Over more than 30 years, Mapes & Ross has been one of the world's most respected ad testing specialists. With established norms in a wide range of categories from testing thousands of ads, the acquisition of the company in 2004 has added invaluable experience to the Roy Morgan team.

In the real world, advertising doesn't usually have the luxury of someone to physically show it to you. It either stands out in the competitive environment, gets noticed and remembered, or it doesn't. Natural Exposure tests your ads and ideas in their real context and their natural environment to provide you with the most accurate and insightful evaluation of its pulling power.

This highly effective diagnostic ad research is usually conducted at a central location (e.g. shopping centre) with exposure in a cluttered environment. CoreSearch provides immediate recall measures, followed by a second focused exposure with detailed reaction data-gathering for any medium.

Unlike all the pseudo single source surveys that 'fuse' media and consumer behaviour data, the real thing derives its unique power from asking all questions of the same respondents. The result is the richest Single Source of information and insights on consumers' hopes and aspirations, attitudes and beliefs, media consumption, product usage and brand preferences. Single Source recontact adds additional layers of understanding when recruiting for AdValue Research.

The Reactor captures the gut feelings of respondents to any media, captured by use of a dial (offline) or slider-bar (online). As consumers increasingly exercise their new options to choose to watch or avoid advertising, appeal and likability (so accurately gauged by The Reactor) are more critical then ever.

Tracking brand recall, ad recognition, message retention and appeal is all the more powerful when segmented by owners, intenders and competitor's customers and tracked against media weights and performance. Actual buyer profiles from SalesTrack help refine and focus future prospect profiling.

Developed by Josh McQueen, BEST helps marketers identify their Core Customers and focus resources and effort for maximum ROI. BEST is internationally recognised as a premier brand valuation system.

Roy Morgan's Global Communications Centre is located in Melbourne where our telephone interviewers train and operate, as they have for more than 20 years.

Our proprietary data management & analysis software is universally acknowledged as a leading tabulation software package.

Email: AdValue@roymorgan.com