Gallup & Robinson
Encyclopedia
Gallup & Robinson is an independent marketing research
firm specializing in advertising research
. Founded in 1948, in Princeton, New Jersey
by Dr. George Gallup
and Dr. Claude Robinson, the company helps advertisers develop, evaluate and improve the effectiveness of their advertising in media.
The company has applied many of the research techniques introduced by both George Gallup and Claude Robinson, including measures of recall, profiled idea communication, voluntary reactions to advertising, persuasion and Day-After-Recall (DAR) techniques. The company has tested more than 200,000 ads and commercials.
In recent years, the company has used Facial electromyography
technique to measure emotional response to advertisements. This involves recording highly sensitive computerized measurements of minute facial movements elicited by exposure to kinetic stimuli. The system has been evaluated in the AAAA
-ARF
Emotion in Advertising program and is used to track subconscious reactions to each moment and element of TV and Radio advertising.
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
firm specializing in advertising research
Advertising research
Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the...
. Founded in 1948, in Princeton, New Jersey
Princeton, New Jersey
Princeton is a community located in Mercer County, New Jersey, United States. It is best known as the location of Princeton University, which has been sited in the community since 1756...
by Dr. George Gallup
George Gallup
George Horace Gallup was an American pioneer of survey sampling techniques and inventor of the Gallup poll, a successful statistical method of survey sampling for measuring public opinion.-Biography:...
and Dr. Claude Robinson, the company helps advertisers develop, evaluate and improve the effectiveness of their advertising in media.
The company has applied many of the research techniques introduced by both George Gallup and Claude Robinson, including measures of recall, profiled idea communication, voluntary reactions to advertising, persuasion and Day-After-Recall (DAR) techniques. The company has tested more than 200,000 ads and commercials.
In recent years, the company has used Facial electromyography
Facial electromyography
Facial Electromyography refers to an electromyography technique that measures muscle activity by detecting and amplifying the tiny electrical impulses that are generated by muscle fibers when they contract....
technique to measure emotional response to advertisements. This involves recording highly sensitive computerized measurements of minute facial movements elicited by exposure to kinetic stimuli. The system has been evaluated in the AAAA
American Association of Advertising Agencies
The 4A's is an American advertising agency trade association.Founded in 1917, their website states that 4A's membership "produces approximately 80 percent of the total advertising volume placed by agencies nationwide." The association issues annual awards for the best agencies, in different...
-ARF
Advertising Research Foundation
The Advertising Research Foundation is a nonprofit industry association for creating, aggregating, synthesizing and sharing knowledge in the fields of advertising and media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies...
Emotion in Advertising program and is used to track subconscious reactions to each moment and element of TV and Radio advertising.