Our ad testing respondents are usually recruited from our extensive consumer and business community panels – panellists are randomly recruited via our syndicated Single Source consumer and business surveys, providing a real mix of panellists rather than a self-selecting panel.
The depth and breadth of information we already have about our panellists (from our Single Source surveys) means we can recruit, not just based on demographics or category/brand affiliation, but in many cases by brand attitude/disposition. For example, when testing an ad for Bank A, we can recruit those who are ambivalent about Bank A, or are dissatisfied with competitor Bank B.