The Invoke Blog

The latest from inside Invoke...

Survey vs. Questionnaire

“Questionnaire” and “survey” are often used interchangeably, but in the world of market research, they are quite different things. A questionnaire is a series of straightforward questions, while a survey is a collection of data through numerous methods, one of them potentially being a questionnaire. What is a Questionnaire? A questionnaire is simply a tool used to quickly aggregate data through a list of questions sent to participants. Due to its limited scope, a questionnaire isn’t meant...

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What is Movie Trailer Testing?

Promoting a movie requires a massive marketing campaign, from posters to online advertisements. However, movie trailers remain one of the most powerful forms of movie marketing, and provide audiences a crucial first impression of the movie. Movie trailer testing is a way to gauge audience reactions to multiple versions of a movie trailer, better understanding how the trailer is perceived and whether or not it achieves the goal of engaging viewers. How does it work? Traditionally, these...

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Types of Content and Genres Viewed by Americans During Coronavirus

Over the past few weeks, Invoke has been conducting a series of Pulse studies to gauge the changes around content consumption that are the result of the pandemic. A Pulse is a short version of our online qual/quant platform. We use Pulses in a several ways: To monitor an attribute after conducting a foundational study. To quickly get deep answers to a focused question. To conduct longitudinal studies. For this project, we wanted to measure ongoing variances in...

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[Infographic] Spending On Content During Covid-19

Invoke is conducting a weekly series of research sessions to track how Covid-19 affects spending on streaming services and cable TV. The infographic below was derived from a report that can be downloaded. You can also see the infographic results from week 1, week 2, and week 3. The latest results show that while Americans are cost sensitive when it comes to cable, that is not the case when it comes to streaming. For the...

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[Infographic] How Cable Compares With Streaming During the Covid-19 Pandemic

While Americans are under lockdown, Invoke is conducting a weekly series of research sessions to track how the Covid-19 pandemic affects media consumption habits. The infographic below was derived from a report that can be downloaded. You can also see the infographic results from week 1 and week 2. The latest results show that financial strain is starting to influence decisions. Nonetheless, streaming continues to be viewed as essential. The type of content being viewed...

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