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Advertising Research and Communication Research


At AQ Rate, we deliver a comprehensive market research approach combining pre- and post-testing, media behavior and attitude analysis, communication effectiveness measurement, and the evaluation of advertising acceptance or avoidance. These complementary methodologies provide actionable data-driven insights into consumer behavior and audience engagement, enabling brands to optimize communication strategies, strengthen brand awareness, and maximize campaign performance across all sectors, including highly specialized industries.


You will find examples of studies here.

Why it's important

A comprehensive research in advertising is important because it provides a 360° understanding of audiences and campaign effectiveness. Pre- and post-testing make it possible to measure the real impact of communication actions, while media behaviour and attitude analysis reveal how and where audiences engage with content. Communication analysis and advertising acceptance or avoidance measurement help identify what resonates, what is ignored, and why. Together, these insights enable brands to make data-driven decisions, optimise messaging and media strategies, reduce inefficiencies, and ultimately improve return on investment and long-term brand performance.


To sum up in 3 points :

Better decision-making

Data-driven insights reduce uncertainty and guide more effective marketing choices.

Stronger communication impact

Understanding audience reactions helps refine messages and improve engagement.

Optimised campaign performance

Identifying what works and what doesn’t maximises effectiveness and avoids unnecessary costs.

What insights can be found in this study?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Brand awareness: spontaneous, aided, and top-of-mind awareness
  • Communication effectiveness: advertising recall, message comprehension, attribution, and consistency with brand image.
  • Campaign impact: comparison of pre- and post-test results, evolution of key indicators.
  • Behaviors and attitudes: expectations, motivations, barriers, and intentions of target audiences.
  • Media behaviors: preferred channels, touchpoints, and exposure levels.
  • Advertising acceptance or avoidance: formats, content, and contexts that generate engagement or rejection.
  • Performance indicators and benchmarks: interpretation of results by target audience, channel, and message.
  • Operational recommendations: concrete areas for optimization to enhance the effectiveness of future communications.
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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

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