EssenceMediacom asked everyday people to update the award-winning study conducted by Thinkbox and house51 in 2020.

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Adopting a quantitative experimental design, the study used a fake brand (TIXE) and a generic description of the service it offers to isolate the effect of the media channel choice on consumer perception of the brand.

 

Across nine channels in the study, there is clear evidence to show that a brands media channel choice affects the way the general public perceive product or service quality, a brands confidence in itself and its financial means, likely success, popularity and favourability with other people in society.

 

Ultimately, our research found that your media channel choice informs how much trust people will have in the claims you make. Signalling now makes up the Y axis on EsssenceMediacom's brilliant holistic media planning tool which has been adopted company wide. 

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"everyday people are blazing a trail in illuminating how you can develop competitive advantage in comms." Richard Kirk, Joint Chief Strategy Officer, EssenceMediacom

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​​Read more here: https://the-media-leader.com/how-to-map-media-quality-for-physical-and-mental-measures/ and here: https://www.warc.com/content/article/WARC-Exclusive/Signalling_Success_2_More_proof_that_the_media_is_the_message/154068

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Ian and Richard Kirk (Chief Strategy Officer of EssenceMediacom) joined Alex Bronswell on the Warc podcast to discuss our latest signalling research. 

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