Copy Insights is an innovative research methodology which uses mobile data gathering. Using motor homes, researchers can go to locations where a more representative sample may be found. While malls and telephone methodology is a solid way to gather data, in some cases, the needed respondents are best found in their niche areas and environments.
Copy Insights serves as a quantitative methodology for ad copy, A&U, and other studies which also has a pseudo-qualitative component. While quantitative data is gathered, qualitative data is also noted and those unsolicited comments acted upon at the point of data gathering.
Another positive aspect of the method is that company representatives may sit in on the data gathering within the mobile testing facilities.
