THINK! glossary of research terms
Typically uses qualitative focus groups to analyse the responses of target audiences and influencers to proposed messages and creative ideas. The outcomes of this type of research are used to decide what message and creative routes are used in campaigns.
Pre and post tracking research
To understand the success of our campaigns, we need to know what target audience attitudes and behaviour were before the campaign. This information is gathered in pre campaign surveys.
When the campaign has finished the same questions are asked in a post campaign survey. The difference between pre and post research is one of the measures used to analyse campaign success.
The annual survey is commissioned by THINK! and has tracked core road safety attitudes and behaviours each year since 2006.