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IRI Expands BehaviorScan® Ad Testing Capabilities

April 30 2007

Consumer, shopper and retail market intelligence agency IRI has opened its new BehaviorScan media testing studio in Colorado, USA, where retailers and manufacturers will be able to test the impact of their TV ad strategies.

The service has been designed to help clients evaluate high-risk or high-investment new products and ad campaigns and will offer:

  • exclusive testing rights
  • consultation on test market selection and test design
  • selection of control groups of households
  • execution of test and control advertising plans via cable TV cut-in
  • comprehensive analysis of results.
J.P. Beauchamp, Senior VP of IRI Panel and Testing Solutions Group commented: 'The expansion of our multi-outlet consumer panel and split-cell TV technology capabilities significantly increases our ability to provide breakthrough insights and breakthrough results for our clients and retail partners. These new enhancements capture more consumer purchases in more outlets, which enable faster and more comprehensive evaluation of ad campaigns and ultimately gives our clients the ability to better understand the impact of their advertising on sales across all retail outlets.'

Other areas to be measured by the studio include the impact of increased or decreased ad frequency, advertising on actual consumer purchasing behaviour and advertising's effect on brand switching among different demographic groups.

Chicago headquartered IRI has a network of 11 offices throughout the States, as well as a presence in France, Germany, the Netherlands, Italy, Spain, and the UK. The firm is online at www.us.infores.com .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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