Communication
For Communication and Advertising, OpinionWay also offers a cross-disciplinary approach for the analysis of symbols and associated messages conveyed by different advertising media.

This involves analyzing:
• The desired image in terms of the brand or institution’s initial intentions.
• The actual image reflecting the various media – physical (visual, typographic), verbal (words and themes) and non-verbal (production) employed for the brand or institution’s communication strategy.
• The transmitted image: a result of the impact and comprehension by public opinion intermediaries.
• The perceived image: the perceptions, needs and expectations of all of the brand or institution’s external and internal audiences.

We therefore approach Communication/Advertising in the following way:
• What should/can be said about the brand? Qualitative communication pretest.
• Is the Communication campaign noticed, do people understand it, approve of it? Quantitative communication pretest.
• How should I talk about my brand? Qualitative and/or quantitative communication pretest.
• Haven I chosen the right Communication tools?  Qualitative and/or quantitative communication tools pretest.

We have also developed innovative research tools:
• First impressions, a pretest combining qualitative and quantitative data collection to quickly and effectively analyze a campaign.
• Adonis, an online advertising pretest with integration of the advertisement tested in a “lab tunnel” to measure the campaign’s impact.

• Contact : Philippe Le Magueresse (01 78 94 89 96) plemagueresse@opinion-way.com

Our main references are: AACC, APAVE, AREVA, BOUYGUES TELECOM,
Essilor, Gefco, La Poste, LCF ROTSCHILD, LE NUMERO, MONOPRIX,
NYSE EURONEXT, TBWA, Ubisoft