How Barnardo's measure their success.

http://www.barnardos.org.uk/resources/resources_students_advertising.htm

How do you measure the success of your advertising?

Each year we commission an independent research agency to carry out qualitative research pre / post the launch of the advertising. This research involves a new sample of individuals each year which is representative of our target audience. They are each individually interviewed for approximately 30 minutes on a wide range of questions.

Many of the questions remain consistent so that we can measure the shift in responses so for example we can track:

• Awareness of Barnardo’s (both when people are asked about us specifically and when they are asked to name charities themselves at random)
• How deserving Barnardo’s is as a charity
• Awareness and thoughts about the work Barnardo’s does