"Dead Q measures the current familiarity and appeal of deceased personalities in a variety of categories to determine current targeted audience attraction."
     
Dead Q data enable our clients to make informed decisions about a specific personality's current demographic appeal and/or examine the field of possible alternatives.
   
Dead Q studies are conducted as follows:

• Studies are fielded every two years (Current Study: 2007).
• Each study measures 150 "performers of the past," whose names and descriptions are submitted by full-study subscribing clients. Individual orders are also accepted.
• Each personality is rated by a nationally representative sample of 1,200 adults.

Three ways to obtain Dead Q data:

• Full study
• Demographic profile data on one or more performers of the past
• Ranking of all 150 performers of the past among a demographic "target" audience

Data are available from earlier studies, dating back to 1997.

Dead Q Categories

• Actors
• Actresses
• Artists/Writers/Authors
• Comedians/Comediennes
• Singers/Dancers/Musicians
• Sports Personalities

Custom Dead Q Research
   
There are occasions when the schedule of our syndicated Dead Q studies is not timely, or we may not have data on a particular performer of the past. Fortunately, we offer the following custom research:
   
Custom Dead Q: Launch your own version with a targeted sample at any time. National or regional samples are selected from our consumer panel using your specific demographic requirements. These custom versions of Dead Q utilize the same "norms" from the syndicated studies.
   
Historical People: By using our unique method of research, it is possible to evaluate those historical figures which may present advertising opportunities. Benjamin Franklin, Thomas Edison, Daniel Boone, Christopher Columbus, Betsy Ross, or Napoleon may show up in a company's advertising campaign.
   
Movie Titles: Which of Cary Grant's movies is most appealing? What about films starring Natalie Wood, Humphrey Bogart, John Candy, John Wayne, or Jimmy Stewart? What about Alfred Hitchcock or Elvis Presley flicks? A custom study among moviegoers, VCR and DVD users or network viewers can be implemented on short notice.