Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Best Grocery, Soft Drinks and Household Advertisement - The Research Business International

Research Business International is synonymous with all that is most innovative, exciting and effective in market research. Since 1981, we’ve been attracting independent-minded individuals - including planners, psychologists, brand managers and academics - and out of this mix comes the innovation that keeps us at the leading edge of contemporary research.

Research Business International is synonymous with all that is most

innovative, exciting and effective in market research. Since 1981, we’ve

been attracting independent-minded individuals - including planners,

psychologists, brand managers and academics - and out of this mix comes

the innovation that keeps us at the leading edge of contemporary

research.



And we don’t keep it all to ourselves. Through industry plaftorms and

our own training seminars we feed our professionalism back into the

industry.



We often appear in Admap and other trade publications. Many now consider

our standards of practice to be industry benchmarks.



But our real success is in the market. Because, after all the questions,

the theory and the insight, it’s in the real world that we make

sense.



Much of our understanding of brand communication, for example, is based

on our understanding of people. After all, a brand can be whatever

people read into it. In addressing mass markets, it’s tempting for

advertising professionals to see consumers merely as statistics, and to

lose sight of their individuality. By setting out to know people, our

qualitative advertising development research lets us explore underlying

beliefs, contradictions and motivations - a direct line to the real

consumer.



VISIONTM, our quantitative pre-testing approach, focuses sharply on

strategic objectives. Whether consumers liked the ad is not enough: to

deliver, your ad has to do what you intended it to do.



And in press advertising, that means working harder for attention.

Refreshingly, VISIONTM for Print did not start life as some Mark II

version of a TV pre-testing approach, and so gives a clearer picture of

how print will work in practice.



As you’d expect, we bring the same guiding principles to all aspects of

developing and evaluating communication. Contact Neil Swan or Richard

Pike on 0171-923 6000 for more information.