In tough times like these, it’s no surprise that we hear so many clients talking about the need for proof that sponsorship delivers return on investment. So it’s interesting to note that consultancy MEC Access is launching a research tool that will analyse the impact of sponsorships.
The tool, which is called Rose, uses consumer research to explore how sponsorship activity affects the way in which consumers feel, think and act towards a brand. It then goes on to assess how much influence the partnership is having on brand buying intention. This information can then be used to calibrate the sponsorship as it progresses.