Q&A Interview with Henry Schafer

Henry Schafer, EVP Marketing Evaluations, Inc. The Q Scores Company is a media research veteran from the consumer research / advertising agency sphere. His current company, Marketing Evaluations, is best known as the inventor of “Q-Scores” which indicate consumer favorability and marketing potential for celebrities as well as for programs, brands and licensed properties.

According to Henry, the media landscape has seen a sea change over the years with greater complexity and more challenges to research and methodologies. In this compelling interview, Henry discusses specific challenges to research, the future of media, measurement (and value) of celebrity favorability and negativity and the advancement of a branch of celebrity measurement that one might not have envisioned – the current media value of those stars who are deceased.

The five videos of the complete interview are as follows:

Subject                                             Length (in minutes)
Background and Predictions              (7:09)
Marketing Evaluations                       (4:20)
Deceased Celebrities                          (6:35)
Negative Q Scores                              (6:52)
Methodology                                      (7:29)

Charlene Weisler interviews Henry Schafer, EVP Marketing Evaluations. Henry discusses his background in this 7:09 minute video:

In this 4:20 minute video, Henry Schafer talks to Charlene Weisler about his company Marketing Evaluations:

Charlene Weisler interviews Henry Schafer, EVP Marketing Evaluations about the company's use of
Deceased Celebrities Q-Scores for licensing valuation. The video is 6:35 minutes:

In this 6:52 minute video, Henry Schafer, EVP Marketing Evaluations talks to Charlene Weisler about Negative Q-Scores adn their importance in ascertaining a celebrities connection to the audience:

Henry Schafer talks to Charlene Weisler about the methodology to calculate all the different forms of Q-Scores in this 7:29 minute video:

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