How it works

Published on .

Connections starts with a qualitative research study, using Millward Brown's Channel Connect product, to probe consumers on a topic identified by a client. Next, respondents are asked about different media channels.

Marketers may then do a Channel Meter study, in which consumers document media consumption over several days.

Then, all data are entered into a software program to determine which media drove brand preference. Finally, planners meet with clients to devise an effective campaign, which is then monitored to measure effectiveness.
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