G&R ''(formerly Gallup & Robinson)'' is an independent
marketing research
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix i ...
firm specializing in
advertising research
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
His ...
. Founded in 1948, in
Princeton, New Jersey
Princeton is a municipality with a borough form of government in Mercer County, in the U.S. state of New Jersey. It was established on January 1, 2013, through the consolidation of the Borough of Princeton and Princeton Township, both of whi ...
by Dr.
George Gallup
George Horace Gallup (November 18, 1901 – July 26, 1984) 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.
Life and career
...
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 (fEMG) refers to an electromyography (EMG) technique that measures muscle activity by detecting and amplifying the tiny electrical impulses that are generated by muscle fibers when they contract.
It primarily focuses on t ...
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
ARF may refer to:
Organizations
* Advertising Research Foundation
* Animal Rescue Foundation
* Armenian Revolutionary Federation
* ASEAN Regional Forum
People
* Cahit Arf (1910–1997), Turkish mathematician
Science, medicine, and mathematics
* ...
Emotion in Advertising program and is used to track subconscious reactions to each moment and element of TV and Radio advertising.
References
* Dimberg, U. Facial Electromyography and Emotional Reactions. Psychophysiology, Vol. 27 (1990)
* Dubow, Joel S. Point of View: Recall Revisited: Recall Redux. Journal of Advertising Research. Vol. 34, Iss. 3(May/June 1994
PDF* Hazlett, R.L. and Hazlett, S.Y. Emotional Response to Television Commercials: Facial EMG vs. Self Report. Journal of Advertising Research. Vol. 39 (1999
PDF* Mehta, A. and Purvis, S. Reconsidering Recall and Emotion in Advertising, Journal of Advertising Research. Vol 46, Issue 1, p. 49-56 (March 2006
PDF* Tassinary, L.G., Cacioppo, J.T. Unobservable Facial Actions and Emotions. Psychological Science, Vol. 3(1)(1992)
External links
G&RFacialEMG.comThe Advertising Research Foundation
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Market research companies of the United States