The QED service has already been successfully applied to the measurement of several sponsorships, ranging from sport to event to broadcast.
Applying above-the-line disciplines and practices to sponsorship, QED is designed to provide sponsors and rights owners with robust, substantiated data that isolates the effect of sponsorship on key brand measures such as brand awareness and image, propensity to purchase – and even actual purchase behaviour itself.
Alastair Macdonald, Connexus PreciSion Group managing director, said: “Sponsorship research has, in the past, had a tendency to start and finish with media exposure measurement. While this remains an important area it doesn’t tell the whole story, and what sponsors really need to know is whether – and by how much – their activity achieves their objectives, such as its impact on consumer attitudes and behaviour.
“Without this knowledge, there will always be a degree of uncertainty – even scepticism – as to the role sponsorship has to play in the marketing mix.
“QED has been designed to improve the quality of information in this area. Having tested and refined the service on dozens of sponsorships over a long period of time, we have built up a substantial bank of experience that demonstrates, with genuine credibility, just how effective sponsorship is - much more so than we originally anticipated.”
