SKOPOS - Internet research / panels



WARC Advertising and Research Training
31/5/01



WARC is running an one-day seminar explaining the link between research and advertising, as well as how to develop and evaluate ad campaigns. "Applying Successful Research Techniques to Advertising" is due to run in Mayfair, London on the 12th June.

Aimed at advertising newcomers from clients and ad agencies, the event is intended to act as an intensive training day for all concerned. The starting point is very much that research gets a mixed press in the advertising world, though its strengths and applications are largely undeniable. WARC believes that this is due to the fact that researchers don’t fully understand advertising, whilst advertisers don’t fully understand research. Training those on both sides then can only help to bring the worlds of advertising and research closer together.

The morning session will provide an overview of the strengths and weaknesses of the key research methods. It will concentrate heavily on practical research. This should mean a thorough look at advertising development and evaluation, as well as advertising in the context of wider marketing campaigns. Three main areas will be represented:


  • Research – a source of enlightenment or a cop out?
  • Focus groups – a route to understanding or a pricey con?
  • Surveys – a foundation stone for a healthy competitive business, or heartless and misleading figures?


The afternoon session will divide delegates into small groups to explore combinations of research that might help in the development and assessment of a successful campaign. There will be two practical exercises, one on advertising development and one on advertising evaluation.

The day is to be hosted by two well-known figures in ad research. Firstly, Michael Warren will take the morning session. He is a freelance researcher and consultant, specialising in public sector and communications research. His experience to date includes work in major research agencies, directorship of research at the Central Office of Information, and head of research at the Consumers’ Association. Secondly, Jane Cantellow will lead the afternoon. She is currently Group Plannng Director at Saatchi & Saatchi London, with whom she has enjoyed a long and successful career.

For more information about the seminar, visit the www.warc.com website.