Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches.It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys.The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
-(Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their:

Question

Quizplus · Accepted Answer

Resonance tests are designed to understand the emotional connection that consumers have with a brand, so the correct answer is C, emotional connection to the brand. While recognition and potential purchase are important, the focus on emotional connection sets resonance tests apart from traditional research instruments such as surveys. Attitude changes could also be a factor, but the primary goal of a resonance test is to identify emotional connections with a brand.

Scenario 7-5 The Solutions Group Is a Combination of Companies That Help