Brand loyalists may skew research

NEW YORK: Mixing audiences of "users" and "non-users" of a product or service in research may significantly compromise the validity of such studies, according to analysis from the Ehrenberg-Bass Institute.

Authors Kelly Vaughan, Virginia Beal and Jenni Romaniuk – all from the Ehrenberg-Bass Institute – outline this discovery in a paper entitled,"Can Brand Users Really Remember Advertising More Than Non-users? Testing an Empirical Generalization across Six Advertising Awareness Measures", and published in the 2016 fall issue of the Journal of Advertising Research (JAR).

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