Connexus will identify how effectively sponsorships work

Connexus PreciSion, the specialist research division of sponsorship agency Connexus Group, has launched a new service designed to identify how effectively sponsorships work. The QED service has already been successfully applied to the measurement of several sponsorships. Applying above-the-line disciplines and practices to sponsorship, QED is designed to provide sponsors and rights owners with robust, substantiated data that isolates the effect of sponsorship on key brand measures such as brand awareness and image, propensity to purchase � and even actual purchase behavior itself.  Alastair Macdonald, Connexus PreciSion Group managing director, said: "Sponsorship research has, in the past, had a tendency to start and finish with media exposure measurement. While this remains an important area it doesn't tell the whole story, and what sponsors really need to know is whether, and by how much, their activity achieves their objectives, such as its impact on consumer attitudes and behavior."

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