How to Conduct a Focus Group

Focus groups are one of the main qualitative research methods utilized in market research, to help understand broader consumer opinions. They are small, intimate discussions led by a researcher to gauge reactions to a particular product in a group setting. As the name indicates, they are focused on a single...

[Infographic] Perceptions and Effects of Covid-19 as i...

With the spread of Coronavirus in the US, Invoke wanted to learn how the reality of the pandemic is impacting Americans. On March 30, 2020, we launched an asynchronous Invoke Pulse session with 102 online participants between the ages of 18-24– the first in a series of studies of media...

Impact of Coronavirus on Streaming Media Consumption

In the new reality of the Covid-19 Pandemic, what is more important to consumers—entertainment or finances? Invoke conducted an online study and published a report that is available for download. In the new quarantined reality that is the Coronavirus Pandemic, Americans are having to find new ways to keep themselves...

What is Ad Testing?

Simply put, ad testing is a form of market research used to evaluate the effectiveness of advertising campaigns. Ad testing is important in understanding how audiences respond to ads and how they can be changed to better suit consumers. Ad testing methods Monadic testing and sequential monadic testing are two...