SSI’s 40th Anniversary Throwback Thursday: “I Don’t Buy It” Ad Series Part VI

By the Editors

Today we are wrapping up SSI’s 1988 “I DON’T BUY IT” campaign by highlighting some of the points we have touched on throughout this  year. We have been celebrating ‘Throwback Thursday’ every week in 2017 in honor of SSI’s 40th Anniversary, and revisiting this Ad series.

The Ads featured a number of individuals who were improperly targeted as a part of study that “someone else” fielded. We will continue to post these older Ads throughout the year both to give you a chuckle and to remind you just how far we have come as a company and as an industry. In this ad, a woman in Hawaii has been selected to complete a survey reviewing a pair of thermal winter pajamas. The correct targeting and sampling reliability were factors that were as important in 1988 as they are today. Here are some of the topics we looked at in the series:

  • Marketing efforts of a bygone age: In our first post in the series, we talked about the process of putting together a campaign. How do marketers market to market researchers?! High quality data continues to be a focus.
  • Improper targeting: Skewed targeting, polling the wrong sample group, not surveying enough participants, or sampling people in the wrong geographic areas are just a few of the potential shortfalls marketers dealt with in 1988 and continue to struggle with today.
  • Data Quality: What does data quality mean in 2017? It goes beyond having a massive database and sophisticated technology to fulfill your project requirements. It means that all of SSI’s products and resources are dedicated to providing researchers with the most reliable and efficient respondents available by employing a multi-mode approach.
  • Advertising Effectiveness: In 2017, we can better understand who sees and engages with an advertisement.  Fifty-four percent of all digital Ads globally aren’t seen because they are outside the screen view or did not render. In terms of viewability, we can not only determine who been served an Ad, but also keep track today on who has been able to actually view it. Today, this comes down to sampling test groups (those who were exposed to an Ad) against control groups (those who were not exposed) to support a comparison.
  • Consistency in sampling and verification: The capacity for multi-mode design opens up more options for researchers, whether they ultimately choose a single mode of data collection or incorporate multi-mode strategies into their research. Verification of the sample is essential for a variety of reasons, ranging from information becoming out-of-date because people change jobs to weeding out fraud and mistakes. Industry-leading panel providers have a range of verification techniques at their disposal, from careful vetting to technological and human verification of data—as well as ongoing strategies for confirming that information remains correct over time.

Many advancements in our industry, quality and consistency in MR are certainly timeless! Click here to find out how SSI delivers to 3,500 customers worldwide in 2017.