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"Yes" and "No" buttons write radio research stories for ad-agencies
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over-all
Research is no longer an advertising agency backroom operation. In the case of most medium' and large-size agencies research is a major operation and a costly one. It's still suspect at many sponsors' —suspect not as to the figures and facts which ad-agency studies uncover but suspect as to the conclusions which the agency men derive from their reports. To many a sponsor agency research is still in the area of "having the answers and spending time proving them." Even these client skeptics admit, however, that many agency research men are stepping out of the guesswork field and depending more and more on solid research foundations.
The reasons that agency investigations have been suspect are manifold. First, in most cases the research is so secret that not even the client for whom the project is initiated is told the size of the sample used for the study or the method employed to check the thinking and buying habits in the sample. The client has to accept the agency findings at their face value — or disregard them entirely. Consumer panels are featured in ad-agency advertising without the details of the panel operations ever being made public to the trade, or in many cases, even to the client. (The latter is still true of one of the biggest advertising-agency panel operations, but sponsor pressure is due to force the wraps off it shortly — or else the agency in question, one of the top three in radio billing in the U. S. A., stands to lose a number of clients.)
The trouble with advertising agency research in the past is that too much of it has been used for new-business purposes by agency salesmen. A good deal of the shifting of business from one agency to another is traceable to presentations developed by advertising agency research departments. Typical is the case of a Chicago ad-agency research man who resigned to go with a program-rating organization. The head of the Windy City operation discovered in a few months that his new -business men weren't opening the doors that they had previously. Checking the reasons why, he finally arrived at the information that previously they had
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