New pace in market research

Times are changing in market research. It is no longer enough to have campaign leaflets scanned and processed according to product, period and retail chain, but more data and details need to be used in analysis and questions should be foreseen. How many consumers have been reached? What is the actual value I get in return for my money spent on a publication? Questions like these can be answered using the methods of FOCUS and the Gross Advertising Value can be calculated. It is not the number printed from a specific advertising material that matters, rather the number which actually reaches the target group.