The speaker in this case advocates the use of qualitative as well as quantitative data (for example, attitude scales) to assess the effectiveness of a given creative execution. The use of qualitative research in advertising creative development and also in campaign assessment is often associated with the account planning role. Choose a new TV ad that you can video and assess its effectiveness through a qualitative discussion group with members of the likely target audience for the brand. What do you feel are the major difficulties with conducting and interpreting qualitative research for judging the effectiveness of ads?