Welcome to the Cog Research IEP demo survey, for which Thinkbox have kindly lent us their recent advert promoting the benefits of TV advertising to marketing and advertising professionals. (If you don't know Thinkbox, they’re the marketing body for Commercial Television companies.)
IEP measures how ads make people feel as well as what they can recall ads saying. What people feel is important because it represents what they have come to believe (as a result of seeing the ad).
Trying out this demo will give you an idea how IEP surveys work. The survey is split into two stages, and is usually conducted over two days, with an ad being shown once on the first day.
On day 1, respondents do a quick image battery (here, about television advertising), after which they are shown an ad. They then have a break of 24 hours.
On day 2, they respond to 2 further sets of image statements - that identify what they now think after the ad, and also that they always thought before the ad. The IEP will show how both explicit views (what they now think) and implicit views (what they always thought they felt) have changed as a result of the ad.
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