In your performance-based fees article (“Performance Test”, MW December 2), Andrew Hillary explains how hard it is to measure changes in emotional response after an event. While it is not as easy as other research, it is possible.
We have recently completed an exercise with King’s College London and Lloyds TSB. We took a sample of 1,000 (from an audience of 5,000) and conducted research both before and after the event. We used questionnaires and telephone interviews. The research measured movement in emotional response to the Lloyds TSB brand.
We recorded significant (and extremely positive) changes in audience response both to the brand and the bank as a result of attending a brand event. In our experience, the difficulty in conducting such research lies not in the absence of suitable methodology, but in the absence of budget.