Decision Point: Going Beyond Ad Recall

After completing market research to determine if consumers recall the latest television ad$,$ you find that recall is quite high. After sharing the results with the director, she says, "Yes, the results of your study make sense since we already have seen awareness of the brand increase after the nationwide ad campaign. Where else might we investigate?"

What would you choose to investigate next?

Select an option from the choices below and click Submit.

Do market research to test whether the consumer enjoys the taste of the cookie.

Do market research to determine what the consumer associates with the brand.