Pedr Howard
IPSOS representative with a genuine interest in creative effectiveness
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Jul 8, 2024 • 55min
The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS
Two industry experts, Jon Evans from System1 and Pedr Howard from IPSOS, discuss the importance of pre-testing in advertising research. They highlight the need for a nuanced approach, emphasizing emotional responses, idea comprehension, and brand recognition. The conversation also touches on early-stage research, testing advertising platforms, and the challenges of measuring advertising impact.
