Ad Expenditure Study – Background & Objectives
Online survey with Media DM’s to gather insights on how agencies are perceived and evaluated by the clients and to get a better understanding of potential client expectations and needs within China.
B2B Online Panels with some top up via recruit to web and various methodologies.
LOI- 20 Mins
Mix of Chinese corporates; large, medium & small across multiple industry sectors. Further quotas by media/advertising spend.
- Senior decision makers in charge of creative and media agency selections
- Examples: Director+ in creative/media/PR/marketing)
- Input into the selection of creative and media agencies
- Set up – 5 days
- Field – 3 Weeks
- Final Data (SPSS) – 3 Days
We had a rigorous screener in place which resulted in quite a few terminating from the online panels. While we did manage top up via recruit to web and other methodologies the participation rate was higher than anticipated and response quite revealing and thought proving for our client.