The Jigsaw Study

In 1994 Bournemouth University conducted a piece of research into the consumer’s (the audience) relationship with the radio called the Jigsaw Study, and interestingly seemed to conclude when examining radio commercials:

·         Commercial length: there was a greater chance of higher recall with 40 second commercials

·         Word Count: the total number of words gave no indicator of recall

The study generally concluded that the most successful ads employed drama, a story, and simple situations or relationships and distinctive voices, and the least successful were information-led ads, results regardless of the respondent’s age, gender or class.