Harris Interactive has been assigned with a David Ogilvy Award for its innovative use of research in advertising. Harris Interactive has helped Volvo with its campaign “Starting a Family” specifically targeted to gay, lesbian, bisexual and transgender consumers. Further details about the research are explained in the press release, where Judith Ricker, Senior Vice President for Marketing Communications Research at Harris Interactive explains:
“Empirical data on the demographic characteristics and consumer behavior of the GLBT population historically has been scarce and subject to a great deal of qualification. Our application of Internet-based research methods, using our online panel of more than 23,000 GLBT adults nationwide, has significantly enhanced the quality and reliability of data available about GLBT consumers-a segment estimated to be 15 million in size with a buying power of $485 billion.”adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy