Global Radio awarded Crowd DNA an on-going contract to carry out advertising effectiveness in 2009, 2010 and 2011. Working on campaigns for brands as varied as Nutella, Persil, Sunday Times and British Airways, we carry out pre-, mid- and post-surveys using representative samples to measure changes in attitude across a range of metrics.

We also research cross-media campaigns (radio, online, events) and are developing a series of sector specific benchmarks to improve the accuracy with which Global Radio can evidence the effectiveness of campaigns. Additionally, we add value through more qualitative insights and recommendations, feeding in to Global Radio on both a campaign-by-campaign basis and through quarterly overviews.

Much of the work has entailed assessing multi-channel activity (radio, online, events), such the Summertime Ball events, sponsored by Starbucks and ASOS, and Ford's outdoor cinema series. We look to demonstrate the value for brands in connecting with audiences across multiple platforms.

“Crowd DNA was chosen as our sole supplier for advertising, promotion and sponsorship effectiveness research, their credentials and reputation seeing them selected ahead of some of the media research industry’s best known. Their flexible approach has allowed us to research campaigns in a time frame which was unimaginable with other suppliers. Their collaborative approach has enabled us to specifically tailor the output of each study to individual client’s needs. Crowd DNA’s understanding of online research is taking them into some very exciting areas.” (John Fryers, research director, Global Radio)