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Is this Research Study Real?

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Is this Research Study Real?
on Jan 4, 2008 at 10:40:05 pm

After seeing this quote on at least a dozen video production websites and not finding a link to the actual study the question is is this study for real and how old is it?

"A research study from the Wharton School of Business at the University of Pennsylvania shows the response rate from video presentations can be up to 600% higher than from printed brochures and other materials."

I've seen articles from 1992 where a videographer stated this quote so how relevant is this information and why do so many video websites quote information that isn't verified.

Stephen Jackson
RoaDDoggZ productions
"The Top Dog in Film/Video Production"

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grinner hester
Re: Is this Research Study Real?
on Jan 6, 2008 at 5:32:21 pm

I'm only 38 but I have learned that "studies" are for people who sell what they are studying.
As a fine axample... Avid's studies have proven they make a HDV native software with untouchable image quality and awesome realtimeness. By this, you can see it certainly revolves around who is doing the studying.
I kinda laughed the other day. An article on yahoo mentioned that studies show that regardless of increased public awareness, premarital sex is not down at all. lol
go figure. They did not alter human insticts.
so glad out tax dollars could go to such "studying".

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Ron Lindeboom
Re: Is this Research Study Real?
on Jan 6, 2008 at 5:55:48 pm

[stephen] "how relevant is this information and why do so many video websites quote information that isn't verified."


Studies have shown that 117% of those surveyed in Chicago during the last election voted. That said, further studies have proven that in Chicago, even the dead turn out to vote.

When it comes to studies, they are usually bankrolled by companies who commission a survey and have a vested interest in the resulting outcome.

I remember a few years ago, SCRI had a survey of this industry that showed the rankings of sites like DMN along with magazines like DV, etc., and how they compared. The funny thing was, Creative COW was nowhere to be seen in the stats comparisons and we were not even down at the bottom rankings.

Why was it funny to us?

We had been for a couple of years or more at the top of the rankings, and were well ahead of the others. These figures have further been proven by 3rd party traffic statistics compilers like and

There is a new religion on the is called "Studies show..."

Take studies with a grain of salt. (Oh, except when they shine a positive light on Creative COW; then, trust them implicitly -- because studies show...)

Best regards,

Ron Lindeboom
Publisher, Creative COW Magazine
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Larry Melton
Re: Is this Research Study Real?
on Jan 7, 2008 at 4:55:15 pm

This does raise some interesting questions. If we're all cynical of what "studies show", then how do we sell clients on the value of what we're doing? Sure, you can use numbers in all kinds of ways to help support pretty much any point of view. But it would be great if there were some valid research available that we could refer to that quantifies that, all things being equal, video is more effective than other media when used for X purpose. That kind of information would be valuable in so many qualify leads, to help clients better allocate their communication budgets, etc.

Even though my business is video production, there are times when I want to (and do) tell a client "I think you're wasting your money by using video for this project". That kind of thinking is just intuitive, and fortunately my 28 years of experience helps to validate it. But I'd love to be able to pull out the research and say, "let me suggest a more effective way". I think that kind of service ultimately wins for you in the long run.

I know that in the past I've looked around for research like this, but never found anything. Maybe the COW should take this on and sell the results. Ron, you're not busy for the next couple of years, are you?

Larry Melton
Triangle Productions Inc

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