Expanding our influence in the US
In 2004 Roy Morgan International, the USA division of Roy Morgan Research, purchased Mapes and Ross, a longstanding and highly respected USA research organisation based in Princeton.
Specialising in ad-testing, Mapes and Ross have been delivering research and value-added guidance in the advertising industry for 40 years. They are best known for their Natural Exposure, which is still regarded as the gold standard methodology for accurately measuring the effectiveness of marketing communications.
In his book Ogilvy on Advertising, advertising luminary David Ogilvy says:
“My most valuable source of information is the factor analysis I commission at regular intervals from Mapes and Ross. They measure changes in brand preference. People who register a change in brand preference after seeing a commercial subsequently buy the product three times more than people who don’t.”
For many years, even before acquiring the company, Roy Morgan Research has used Natural Exposure in Australia for numerous clients, measuring the impact of advertisements in TV, print media and cinema.