The top-line results themselves are tabulated and checked as they are being completed by respondents online. This set-up allows for real-time, hour-by-hour observations with any given sample, as well as giving users the ability to directly access data and perform analysis. Once completed, the ad results are archived online for any future reference.

According to John Walling, President of the ARS Group, "Leading advertisers are using Interactive Diagnostics to optimise advertising copy before final testing. Early consumer feedback improves speed to market and eliminates rework by ensuring the selling message is being effectively communicated, and by identifying consumer hot buttons and polarising negatives early in the development process."

"We are excited about joining forces with ARS," Frank Stagliano, Vice President of ACNielsen Online, added. "Our partnership brings together the special expertise of ARS, the global leader in ad testing, with the web-based information delivery and analysis expertise of ACNielsen, the global leader in market research. Since the late 1980's, ACNielsen clients have enjoyed direct access to their syndicated scanner data with powerful information delivery and analysis tools -- now we are bringing that same expertise to custom consumer research. Frankly, it's about time custom consumer research moved from slow and inflexible paper-based delivery, to fast and flexible online access and analysis."