Normative Data

Normative data is available for standardized questions.  Additionally there is a complete summary with conclusions and recommendations based on past experience.  A minimum of 35 tests are required for a norm:  most product categories have the benefit of many more tests.

An additional benefit that accrues from our data base is the profile of the commercial structure by product category.  This allows us to examine the form of the test commercial relative to what the rest of the category is doing.  This can be extremely helpful in our analysis of why the commercial performs as it does.


We analyze the commercial for format, use of music, humor, SFX and setting.  Additionally we take into account verbal content, brand mentions, number of ideas and timing of brand entry.