What’s In The White Paper?
Fearful that prior research would have a deleterious effect to their advertising budget, one state lottery sought out additional research for validation. Previously collected research studies found the current state lottery market to be saturated, suggesting there was no possibility for additional return on investment (ROI) if the state lottery advertising budget was increased. Dissatisfied, the state lottery decided to partner with a market research firm in hopes that a more robust research program would result in a support of conclusions that would allow them to continue to provide benefit to the state through increased advertising expenditures.