Our Award-Winning AdLab


When you need to…

  • Find the direction for a new campaign
  • Test creative
  • Understand the impact of your ads

We specifically designed our award-winning AdLab to provide the data and predictive analysis to provide speed, deep insight and customization. Our research tools equip your team to make insightful, fact-based decisions at each stage of the creative development process: from early-stage concepting to final execution.

Television. Digital video. Print. Interactive display. Out of home. Communications intended to convey your brand proposition, personality, and purpose to your audience. High-visibility evidence of your organization’s most consequential ongoing investment. This content shouldn’t advance a hunch – it should advance brand and business objectives. It should perform. That’s where AdLabTM comes in.

PSB understands that the communications development process is all about choices and decisions. AdLab helps clients realize the full potential of their production & media investment by ensuring that critical communications decisions are as well informed as possible.

AdLab is a suite of communications research methodologies applicable to each stage of the creative development process, providing paths to optimization and/or validation from early-stage concepting to final execution. The AdLab approach mirrors the customer journey, aligning data and analysis into six essential pillars; brand recall and breakthrough, education, emotion, perception, behavior, and advocacy.

Client Research/Insights leaders value the speed, deep insight, and customization capabilities of AdLab – as well as the best-in-class transparency of AdLab’s data outputs. Marketing leaders and agency planning and creative teams appreciate PSB’s understanding of the creative process, and AdLab’s sensitivity to the distinctions between message and execution.

AdLab, which was recognized with the Advertising Research Foundation’s David Ogilvy Award in both 2013 (Gold) and 2014 (Silver) – can be applied globally and is used by PSB clients across a wide variety of categories, including but not limited to technology, CPG, automotive, healthcare, public policy, and travel.


“Trump Regretters” Say He’s Going Too Far

PSB’s recent polling (800 interviews of adults, conducted online between 2/6-2/8) shows Trump just meeting or falling short of expectations. While Trump receives some of his best ratings on “getting things done,” and “keeping promises” generally, he is more likely to fall short of than exceed expectations on more specific promises like “draining the swamp” or even “making America great again.”

Further, approximately 11% of adults are Trump Regretters in some way—they voted for Trump but now would change their mind, or have moved away from him (or toward Clinton) in intensity. For these voters, the perception Trump is “going too far” may be a big driver.

Some key findings from the poll:

  • On none of the 14 dimensions we tested did Trump exceed expectations more often than not.
  • Over a third (35%) say he is “going too far” more than expected, with identical ratings for “getting sidetracked by things that aren’t important.”
  • Yet Trump earns nearly identical marks for two positive traits: “keeping promises” and “getting things done” (34% more than expected for each).
  • He receives particularly low marks on “unifying the country,” with even his own voters giving him lukewarm marks here (18% more than expected, 58% as much, 24% less). 
  • Trump underperforms on some of his key campaign promises. On measures like “surrounding himself with the best people,” “draining the swamp of Washington politics as usual,” and “making America great again,” more say he’s done less than expected than more.
  • About 11% of adults are what we call Trump Regretters. They were Trump voters who wouldn’t vote for him today, or have become unenthusiastic in their Trump support. Unenthusiastic Clinton voters who have grown enthusiastic toward her, and non-voters who now would vote for Clinton are also included in this group.
  • These Trump Regretters are particularly likely to say Trump has been “going too far” more than they expected (58%). And regression analysis shows it is one of the best predictors of being a Regretter.


Archived News Articles


November 03, 2016 – Insights Beyond the Political Horserace: Who is reaching voters and how?

November 01, 2016 – PSB’s New Online Qualitative Session Shows Trump’s Apology Turns Off Undecided

October 06, 2016 – Jason Boxt Joins Penn Schoen Berland as Exectuive Vice President in Washington, D.C.

September 13, 2016 – John McTernan Joins Penn Schoen Berland to Lead International Political Practice

August 18, 2016 – Honor and PSB Release New Survey Report on European Millennials

August 09, 2016 – Why Walmart Moms Are ‘Disgusted’ and ‘Frustrated’ by the 2016 Election

August 04, 2016 – PSB’s Online Dial Test Poll Shows +8 Convention Bounce for Clinton Wiping Out Trump Bounce, With Further Movement After Viewing Speech Clips

August 03, 2016 – Innovation Starts Here

July 27, 2016 – PSB’s Online Dial Test Poll Shows Convention Bounce for Trump, and Movement After Viewing Speech Clips

July 18, 2016 – Dell & Intel Future Workforce Study Global Report

July 05, 2016 – Parents Are Increasingly Using Mobile Devices for Back-to-School Shopping

June 30, 2016 – Short-Term Benefits of Contingent Workers and Long-Term Value of Full-Time Employees at Odds in Today’s Economy

June 30, 2016 – Exclusive Survey: The Future of Work in America

June 09, 2016 – Penn Schoen Berland Brings On Jack MacKenzie to Lead Media, Entertainment Practice

May 06, 2016 – Award-Winning Democratic Pollster and Strategist Margie Omero Joins Penn Schoen Berland to Lead Public Affairs Practice

May 05, 2016 – The Optimism of Resilient Mothers

May 03, 2016 – How to Win Mom’s Vote

April 20, 2016 – Don’t give up on young Arabs

April 19, 2016 – PSB Reveals Results of Microsoft Pulse Study

April 18, 2016 – PSB Receives Highest Industry Honor

April 13, 2016 – Young Arabs Reject ISIS, Worry About Lack Of Jobs, Poll Finds

April 12, 2016 – Young Arabs Wedded to State Largess Pose Test for Gulf Leaders

April 12, 2016 – Most young Arabs reject Isis and think ‘caliphate’ will fail, poll finds

April 12, 2016 – New poll finds young Arabs are less swayed by the Islamic State

April 12, 2016 – Inside the Hearts and Minds of Arab Youth

April 06, 2016 – Donald Trump’s presidential campaign bad for hotel business, says survey

April 06, 2016 – How Will Trump The Brand Survive Trump The Candidate?

April 05, 2016 – New Survey Suggests Trump’s Presidential Campaign Will Hurt Bookings At Trump Hotels, Golf Courses

March 24, 2016 – NEW POLL: Nearly Half of Voters See SCOTUS Vacancy As Among Most Important 2016 Issues

March 24, 2016 – PSB Creative Testing Helps Dell Craft Winning Campaign

March 02, 2016 – PSB helps Pearson build a campaign to make illiteracy a thing of the past

March 02, 2016 – PSB domestic political work wins big at 2016 Reed Awards

March 02, 2016 – PSB named “Best International Firm” at the 2016 Reed Awards

March 01, 2016 – DOJ v. Data Encryption – Public Perception and Communications Lessons

February 10, 2016 – Research Finds Disparity Between The Most-Liked Super Bowl Spots — And Those That Will Drive Business

February 09, 2016 – Forget Popularity: These Super Bowl Ads Achieved Marketers’ Business Objectives

February 05, 2016 – The 2016 Electorate Has Moved Online And Mobile. Will The Campaigns Follow?

February 04, 2016 – Lead Up to the Big Game

January 30, 2016 – Here’s Why Smartphone Ads Could Help Swing the Iowa Caucuses

January 08, 2016 – The Sharing Economy Is More than a Buzzword. It’s Changing How We Live.

January 06, 2016 – The On-Demand Economy Survey