The advertising effectiveness metrics that predict commercial impact, why widely reported metrics are insufficient, and how to prioritise measurement for different campaign objectives.

The full range of ad testing methods and techniques, what each is best suited for, and how to choose between qualitative, quantitative, and experimental approaches

The five research design decisions that determine whether ad testing produces reliable commercial evidence, and why each must be made before data collection begins.

The six steps for running A/B testing for ads that produces reliable results, why each step is non-negotiable, and the most common mistakes that invalidate A/B test findings.

The four metrics that actually predict commercial impact from advertising, why widely reported metrics like likeability and recall are insufficient, and how to measure each reliably.

The four-stage pre-launch ad testing process, which method to use at each stage, and the common shortcuts that make pre-launch testing produce unreliable

What post ad testing measures, why it often produces misleading results without a counterfactual, and the designs that produce reliable causal evidence of advertising impact.

What pre-testing ads means, the three most common pre-testing failures, and what good pre-testing looks like for brand teams making go/no-go creative decisions.

The full range of advertising research types, what each is designed to answer, and how they fit into the campaign development and evaluation process.