How can you use mixed methods to evaluate advertising and media campaigns?

I find it effective to start with your quantitative research and then use qualitative to fill in any gaps or give additional color. We do this with our own proprietary insights, but it’s a simple method to follow. Get the numbers and then evaluate. What don’t the numbers tell you? Where do you need to understand the numbers more?

Using Mixed Methods for Evaluating Campaigns: - Blend QUANT and QUAL approaches. - Capture both data and context. - QUANT: Click rates, conversions. - QUAL: Customer interviews, sentiment analysis. - Achieve comprehensive campaign insights. - Inform strategy with diverse data points. - Mixed methods: Beyond number crunching, it's understanding the story. This approach offers a nuanced view of campaign effectiveness, combining hard data with qualitative depth.

To evaluate advertising and media campaigns using mixed methods, combine quantitative data, such as -surveys for numerical insights, with qualitative data from interviews or focus groups to do sentiment analysis. -Monitor social media for online reactions, analyze website traffic, and examine sales figures to gauge impact. -Incorporate cost-benefit analysis and consider the timing of the campaign in relation to external events. -Use case studies for real-life examples, cross-validate findings, and establish a feedback loop for continuous optimization. This mixed-methods approach provides a well-rounded assessment of the campaign's effectiveness.

Mixed methods are important because qualitative research alone lacks authenticity while quantitative research alone feels bland.

To assess advertising and media campaigns comprehensively, use a mix of quantitative methods, like metrics and analytics, and qualitative approaches, such as surveys, social media analysis, and audience feedback. This combined strategy provides a holistic view, capturing both numerical performance indicators and audience perceptions for a thorough evaluation of campaign effectiveness.

Mix methods for media campaigns and advertising should be part of every marketing strategy and testing all the time. It is crucial to use UTM tags to see in analytics how each channel is performing.

As many have suggested - Qualitative measures provide a deeper understanding of quantitative outcomes. Often times, perceptual reactions to stimuli are not rational. For example, Paul Slovic has taught that risk perception is feeling and not based on reason. So while content strategy on risk advertising can be developed to rigorous standards, it can fail in quantitative testing simply because the understanding of the emotional salience of the ad was missed. Qualitative helps uncover idiosyncratic fit (personal relevance) and believability/trustworthiness- which have been found to be critical factors in consumer responsiveness.

One of the researches most dreaded by Marketers is the 'Link' test to study Advertising Effectiveness. The Quantitative parameters studied are Enjoyablity, Engagement & Brand Linkage. However, most iconic Ads can fail the Link test as iconic Ads are iconic because they are works of art unseen before like the Cadbury UK Gorilla film. Hence, it's not just important to understand "What" wins but rather "Why" it is winning and hence a combination of Qualitative & Quantitative research is the route that Marketers advocate, especially if they are trail blazers.

Advertising, by its nature, is a complex discipline that encompasses much more than just marketing, numbers, or sales. One of its fundamental aspects is the artistic and aesthetic component, which includes perception, design, and script. These artistic elements cannot be effectively evaluated solely with quantitative approaches, as they do not lend themselves to simple numerical measurement.

Why Mixed Methods in Campaigns? - Deeper Insights: Beyond basic metrics, understand the 'why' and 'how'. - Holistic View: Marry hard data with human context. - Enhance Accuracy: Balance quantitative scale with qualitative depth. - Tailor Strategies: Informed by both numerical trends and audience sentiment. - Foster Innovation: Uncover new perspectives and hidden opportunities. Mixed methods deliver a richer, more complete picture of campaign performance, crucial for informed decision-making and strategic innovation in advertising and media.

Something that I have learned from my experience is to test and validate data collection mechanism to create research design using secondary data pipeline. The exploratory method requires to collect data from secondary sources to create context and then followed by primary research to identify uncovered areas and make meaningful collections through primary data. You can only find out when you know what has been found out.

Use at least two methods, for example, with exploratory, combine elements of empirical research. Decide how much weight to add to each. The methods can be heavy on either side.

Case Studies: Develop case studies of particular instances where the campaign had a notable impact, either positive or negative.