Testing 1…2…3: Quality Assurance in Launching a Survey
31 Mar 2021

Testing 1…2…3: Quality Assurance in Launching a Survey

An important consideration when conducting quantitative research is ensuring that you reduce the occurrence of errors as much as possible. Establishing processes to reduce errors in the methodology and ensuring high quality responses will help guarantee that a survey’s results represent the proper target audience for the given study. Neglecting to reduce errors or check for poor performing respondents can leave you with a spreadsheet of useless responses in need of replacement. Even worse, moving forward with your inaccurate results can leave you with the wrong impression about your audience, leading to wasted marketing dollars.

In addition to accounting for error when planning your study, error can be further reduced by checking technicalities within the survey throughout the survey’s lifespan. Here are some tips on what to keep an eye on when launching a survey:

  1. Test Your Survey Internally

    Before sending your survey out into the world, take it yourself. Ask your colleagues to take it too! Make sure that all of the programming within the survey is working correctly. Test multiple times with various combinations of responses. If a question is meant to reject unqualified respondents, test each answer to ensure that only the proper responses are let through to the next stage. Testing your survey will help reduce technical glitches and programming errors in advance of your launch.

  2. Soft-Launch Your Survey

    Gather a small portion of respondents before fully launching your survey. Take the sample and sort through their responses. Are unqualified respondents successfully completing the survey? Are qualifying respondents being prematurely ejected from the study? If you answer “yes” to either of these questions, it may be a sign that you should adjust the programming or targeting settings of your survey. Conducting a soft launch is a great way to catch these issues early, before too many responses fall through these cracks.

  3. Check Your Responses Regularly

    Throughout the time that your survey is live, sort through new responses and remove bad-quality responses. Look for signs that the respondent may have rushed through the survey without fully paying attention. Perhaps they gave short and repetitive answers to open ended questions. Maybe they gave the same rating to every question in a Likert scale. Whatever the reason may be, it is best to remove these respondents and find someone else to complete the survey so that your results are as accurate as possible. Doing this in small batches throughout the survey’s lifespan can help you save time. This can also help you avoid thinking you have reached your goal and closing the survey before suddenly needing to replace a large chunk of bad respondents.

Whether you are conducting research for yourself or for a client, you want to make sure that end results are as representative of your target population as humanly possible. Checking for quality and error at all stages will not only help you achieve this goal but will ensure that you do so in a timely and efficient manner. Keep these testing tips in mind the next time you launch a survey. Good luck!

Check out some of our other blogs on survey essentials and research methods:

  1. https://provokeinsights.com/4-watch-outs-when-conducting-a-survey/
  2. https://provokeinsights.com/6-things-to-watch-out-for-when-writing-a-market-research-survey/
  3. https://provokeinsights.com/quantitative-vs-qualitative-research/
Are you interested in our market research capabilities? Find more information here or email us at info@provokeinsights.com

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When it comes to brand strategy, B2B marketers are looking outside the box–and outside of their own companies
25 Feb 2021

When it comes to brand strategy, B2B marketers are looking outside the box–and outside of their own companies

Provoke Insights brand equity research was featured in eMarketer Insider Intelligence report.

Provoke Insights sought to provide Insider Intelligence with crucial research on the under-reported field of B2B marketing. In particular, B2B companies, marketing experts, and sales professionals would find this article of interest to them. 

The report includes research conducted by Provoke Insights, as well as examples of best practices and case studies. Provoke Insights fielded an online survey to 472 B2B professionals in the United States, 184 of whom were marketing and sales professionals. 

One of the report’s biggest takeaways was that marketers at B2B companies tend to outsource marketing, particularly for logo design; 41% of B2B marketing and sales professionals look to other companies to develop this brand strategy initiative. Other relevant findings include: 

B2B companies should look to Provoke Insights’ findings as an essential snapshot of current marketing and branding trends. Having a well-defined and consistent brand allows companies to build awareness, establish trust with external and internal stakeholders, and take control of their reputations.

Rebranding Research for an Online Gaming App
18 Feb 2021

Rebranding Research for an Online Gaming App

Competition for online gaming apps is fierce.  A popular game available on smartphones and via Facebook saw a plateau in new users. The game wanted to rebrand to become more relevant to prospects and current users. This case study outlines the multi-step research methodology that Provoke Insights used to provide the gaming app with a clear direction for the rebrand.

Marketing Problem

The gaming app, with over 10 million downloads, was interested in understanding what drives users to its game versus the competition. The game wanted to evaluate the current brand perception and its impact on awareness, consideration, downloads, in-game purchases, and long-term loyalty. 

The objectives of the research included:

  1. How consumers link the inherited brand name and its retail identity to the current iteration of the application;
  2. What drives emotional attachment to the game;
  3. How the game differs from the competition.

Market Research Solution

So, Provoke Insights proposed a two-phase research solution. 

Phase one was qualitative, to conduct sixteen in-depth interviews among current users. These interviews were used to uncover information before a quantitative stage:

  • Emotional drivers to the app; 
  • Detailed thoughts on the apps’ creative; 
  • How the app fits into their life;
  • Feelings about the name of the brand and whether they would support a rebrand.

The interviews were conducted among four groups of the app’s users, tiered based on their usage/money spent to get a range of users.

Phase two was an online survey among online gamers. The research was used to create a perceptual map of the app and its main competitors, test features of the game, evaluate different audiences within the online gaming world and further understand emotional drivers. 

Research Results

Going into the research, the marketing team was preparing to rebrand and clear up brand confusion. However, both the in-depth interviews and the research study found that the brand name was one of the main reasons people tried the game. Therefore, from the results, the game also realized that the brand confusion stemmed throughout the full gaming experience.  The brand needed to focus on how to provide a concise brand message across the game’s assets.

Are you interested in our market research capabilities? Find more information here or email us at info@provokeinsights.com

In addition, read some of our past case studies here:

  1. Food Category Brand Launch: Secondary Research
  2. Marketing Strategy for a Major National Fitness Club
  3. Annual Ad Testing Campaign for OTC Drug Company
  4. Jewelers of America: Mixed Methodology Market Research Study

You can also read some of our blogs here

  1. Research Among Generation X
  2. Research Among Baby Boomers
  3. Valentine’s Day Marketing 2021, Falling in Love With Your Brand

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and finally, follow our social media accounts:

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LinkedIn: https://www.linkedin.com/company/provoke-insights

 

Market Research Among Generation Z
16 Feb 2021

Market Research Among Generation Z

Generation Z is one of the youngest and most digitally adjusted generations. Colloquially called “zoomers” or “the iGeneration,” they likely have never experienced pre-Internet life. Generation Z ranges from 7- to 22-year-olds born between 1997 and the early 2010s. This article is the third installment in a five-part series on market research among generations by Provoke Insights.

Marketers must not underestimate the buying power of this young cohort. Though they are young, they makeup 40% of global consumers and have an estimated spending power of $143 billion. 

Generation Z is known for their short attention span, which averages around eight seconds. This, along with their ability to keep up with ever-changing trends, can be chalked up to the widespread accessibility of handheld smart devices at such a young age. Unlike Generation X or Baby Boomers, Generation Z is less loyal to specific companies and more willing to search around until they find something that meets their needs. 

Generation Z is known for their love of online spending, brand conversations, and personalized digital experiences. 

Major Events for Gen Z

A common misconception that brands hold about Generation Z is the assumption they are immature or unlived. However, though they are young they have experienced many serious events.

  • Gen Z-ers may not remember the September 11th terrorist attacks, but they were raised in its wake.
  • The release of the iPhone in 2007 marked a new era of handheld technology. Many Gen Z-ers’ first cell phones were smartphones.
  • Gen Z-ers were brought up with the rise of social media, and are likely keenly aware of social media marketing tactics.
  • The COVID-19 pandemic has disrupted many Gen Z-ers’ secondary and college educations. As the pandemic hit at such a formative time, the impact will likely run deeper among this cohort. 

Market research among Generation Z is crucial for brands looking to grow. As this is the generation of the future and if your brand wants long-term growth, Gen Z will play a crucial role. Therefore, if your brand is thinking about targeting this young audience, the key is interactivity. 

Gen Z-ers look for authenticity, sustainability, and accessibility. Market research among generation Z will allow your brand to understand how to be authentic, sustainable, and accessible. 

Retailers should aim for partnerships with direct-to-consumer and ecommerce brands, which can provide personalized shopping experiences. Collaborations with celebrities can make a brand stand out.  Also, partnering with social media influencers can bring in new Generation Z consumers. Appealing to all generations, including Gen Z, is absolutely possible with interactivity at the forefront.

Interested in learning more about the other generations? Check out our article researching Generation X here.

Are you interested in our market research capabilities? Find more information here or email us at info@provokeinsights.com

Finally, read some of our past blogs and case studies here:

  1. Market Expansion for a Furniture Company
  2. Research Among Baby Boomers
  3. Research Among Gen Alpha

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and finally, follow our social media accounts:

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Election Polls: Why You Need to Know What Margin of Error Is Right Now
22 Oct 2020

Election Polls: Why You Need to Know What Margin of Error Is Right Now

Why You Must Understand Margin of Error Before Reading Election Polls 

The term ‘margin of error’ is a common term when it comes to market research. However, this lexicon is always mentioned more in mainstream media around an election. With less than two weeks to go until the United States Presidential Election, ‘margin of error’ is no longer jargon but a common-use term that comes up in the press every day.

 

What is a Margin of Error?

The margin of error is the accepted standard within the market research industry for data reliability. It lets us know with a certain level of confidence that if the same research methodology was completed again the results would be within the same ‘margin’.

 

This is an overly simplified explanation of the term. The margin coincides with a statistically significant confidence level. The confidence level is usually tested at 90%, 95%, or 99%. For example, if the margin of error is +/- 2% and the confidence level is 95% – if the same survey was completed again among a random sample, 95 times out of 100, the results would be within two percentage points.  

 

What Does This Have to Do With the Election?

Many times you see, headlines such as Biden leads a state by 2%. However, the margin error is 3%. In these instances, it means that Biden is not winning but tied with Trump.

It is something to keep an eye on in the polls as the election approaches. The number of eligible voters starts to decrease (because there are so many polls happening in the days running up to the election and only a certain number of voters taking polls). This causes the sample sizes to become limited, and margins of errors start to rise. You need to keep an eye out for these in the last few weeks before the election to ensure that the polls are telling the whole story.

 

Is the Margin of Error the Only Error that We Need to Account for?

The margin of error can be misleading. It assumes that we have accounted for all errors. If survey results state that 25% of the population is going to vote for a particular candidate with a +/-2% margin of error, then we can safely say that anywhere between 23% and 27% of people will vote that way.

 

That is not the case. The margin of error allows us to understand the sampling error. However, other non-sampling errors can occur in market research, and it is essential to keep your eye out for them in polls:

 

  1. The way a question is asked can result in errors (e.g. leading questions, incomplete list of choices to choose from, double-barreled).
  2. Many questions ask about intent rather than attitudes or past behavior. That requires a further interpretation that can leader to errors (e.g. voting models).
  3. Bad respondents (people taking a survey too quickly and not reading the questions, doing ‘straight-line’ or ‘pattern’ responses). The research company often cleans these, but when research is done very quickly, they do not have time to remove all bad participants.
  4. Weighting survey sampling to match the population may be off (In the 2016 election, education was not weighted and caused the polls to be off)

 

The margin of error is critical to look out for but not the be-all and end-all of research errors. It is essential to analyze the methodology and ensure that the number of errors are limited.

Read more about political polling here: The Accuracy of Political Polling

Read some of our recent case studies and blogs here to learn more about business and consumer research:

  1. The Pros and Cons of Online Survey Research
  2. The Power of Census Data
  3. COVID-19 and Conducting Market Research

To learn more about Provoke Insights – Check out SlideShare:

Provoke Insights Market Research & Brand Strategy Capabilities

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and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

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What’s the Difference Between Quantitative vs. Qualitative
02 Apr 2019

What’s the Difference Between Quantitative vs. Qualitative

Before discussing the distinctions between qualitative and quantitative research, it is important to go back to basics. There are two types of research categories: primary and secondary research. The way to know the difference is simple – primary research is “not already out here”. While, you guessed it; secondary analysis is data that is “already out there”. There are thousands of examples of secondary research, it comes in the form of articles and databases such as Bloomberg, Lexisnexis, and Hoovers.

Learn Why Market Research is a Must for Businesses.

Both quantitative and qualitative research are types of primary research. So, what is the difference between quantitative and qualitative?

Qualitative Research

Qualitative, also called exploratory research, is directional in nature. Typically, this type of research assesses a small number of people. This kind of analysis includes mostly open-ended questions or observational research. Examples of qualitative research include:

Focus Groups

Focus groups are typically groups of 6-8 participants. An expert moderator facilitates each group. To have the most useful session possible, the moderator follows a guide that includes several open-ended questions.

Focus groups take place in facilities equipped for this type of research. The facility includes a table for participants and the moderator to gather around. The moderator usually sits at the head of the table. There is also a one-way mirror where the client and market research company sit and view the session.

The groups are recorded and transcribed. From them, the moderator along with the research team develop a concise report that includes key findings and quotes to back up conclusions.   

Conducting this research online is a way to reduce the cost and length of the qualitative research project. However, facial expressions or the tone of people’s voices is no longer possible to analyze when conducting the group’s virtually.

Ethnographic Research

Ethnographic Research is observational research where you view the subject in their environment. An example could be a butter company looking at how adults cook with the product at home. A study on how parents shops for children’s clothes at a retailer is another example.  Virtual reality is a new trend occurring in ethnographic research. By building virtual stores and in-home scenarios, it lessens the need to conduct this research in the space.

One-on-One In-depth Interview

Another exploratory research option can include individual interview sessions. This qualitative method can happen in person, via phone or even online. Often this option is beneficial when interviewing professionals such as doctors or discussing sensitive topics.

Quantitative Research

Quantitative research, also called descriptive statistics, surveys a statistically representative portion of a population. For the results to be as accurate as possible, this method surveys a large number of respondents. The goal is to reduce the margin of error in your sample to be more confident in your results.

Unlike qualitative research, quantitative research uses close-ended questioning in order to garner numerical responses.

Developing a questionnaire is often tricky as survey writing is an art form. Errors in survey writing can often lead to inaccurate conclusions. Read 4 Watch Outs When Conducting a Survey to learn more about questionnaire writing.

Once the questionnaire is developed, respondents are invited to take the survey. When fielding is complete, the data is analyzed,this can also include advanced analytics techniques. The results are often shown in a deck that provides key findings, recommendations, and detailed findings with graphs and charts.

Today, quantitative research is most frequently conducted online, but phone and in-person are other methods used. For example, in many third world countries, the internet is sparse and therefore in-person interviews may be a more reliable source. See Conducting Research in a Third World Country.  

Many kinds of initiatives such as ad tracking, naming research, and segmentation research use quantitative research.

 

 

Conducting Research in a Third World Country
13 Dec 2018

Conducting Research in a Third World Country

Written by: Alannah Griffin 
Case Study: Conducting In-person Research in Vietnam 

Ever thought about conducting market research in a third world country? Certainly, it's not the easiest undertaking. And often, in order to do so, you need to think outside the box.

It takes a lot of effort, analysis, and critical thinking to curate any methodology. However, imagine trying to figure out how to research the threat of technology for motorbike taxi drivers in Vietnam.

Vietnam: Market Research in the Third World

In Vietnam, the primary mode of transport in cities is by motorbike. A common occupation for men is to be a motorbike taxi driver/xe ôm driver. A lot of xe ôm drivers’ livelihoods are now under threat with the onset of modern technology. Apps that use location intelligence are emerging and providing more cost-efficient, safer, and quicker rides for customers. In this day and age, on-demand service is a high priority for customers. The use of GPS and location intelligence is forcing traditional xe ôm drivers out of the market.

There are many different ways to conduct this research. As a result, when taking everything into account for this particular research study, the methodology consisted of qualitative methods to provide an in-depth assessment.

That is to say, the three qualitative research methods selected were:

  • Semi-structured interviews
  • Informal conversational interviews, and
  • Participant observation

In conclusion, we found that if drivers want to continue in the profession of motorbike taxi drivers, they must partner with the companies who have developed Apps using location intelligence. Therefore, if they do not do so, they will not satisfy customers, threatening their income source, and may be left behind.

Further, you must be thinking about what issues we ran into. So, what are common watch outs when conducting this type of research?

Having your interview guide well prepared and your target sample precisely defined before entering the field is essential to obtain the best and most accurate results.

Cultural issues.

A researcher needs to be prepared for situations where interviewees may be reserved towards them as a researcher due to the cross-cultural setting and their potential lack of trust.

Language barrier.

All interviewees who participated in the research discussed above were interviewed through Vietnamese. Therefore it was essential to have an interpreter to overcome the communication barrier during the qualitative research. The quality of the interpretation has an effect on the research results. Therefore it is vital to ensure that the interpreter is qualified and vetted for the assignment at hand.

Reasons Why Working with a Professional Will be Helpful

Research can be extremely time-consuming, especially with a large sample size. Often, when conducting research in a third world country, there are variables present that are beyond your control. Certainly, this is where a market research firm becomes a valuable asset with the knowledge and expertise to overcome these barriers.

Guide/Survey writing is a challenging task – if your company wishes to undertake surveys or interviews, you will need an experienced researcher to aid you in this writing process.
Market researchers have the experience to know how many interviews would be necessary to achieve data saturation. It is vital that you have guidance from a professional to get the recommended sample sizes for your study.

Market researchers identify key findings, themes, and conclusions. Their expertise in cleaning, analyzing, and ultimately making sense of data in order to produce more accurate, actionable results, and tell a story with the findings is invaluable.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I'm Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn't Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What's the Difference Between Quantitative and Qualitative?

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Why We Love Advertising Research
10 May 2018

Why We Love Advertising Research

Written by: Carly Fink

I grew up in the 1980s, and cable TV was seen as a premium service. We had an antenna with only seven TV channels. There was no internet, social media, or smartphones. Ads were mostly aired or shown on television, radio, print, or out of home (e.g. billboards). If you had a fun jingle or a catchy slogan your ad would be seen and hopefully remembered. Everyone was using predominantly the same media channels. As a result, someone my age often remembers the commercials they grew up with… From Mikey from Life Cereal to the Anti-Drug Campaign – “This is Your Brain on Drugs”.

However, the advertising landscape today is much more diverse. On average, a person sees over 10,000 ads a day. A cable subscriber has access to an average of 200 TV channels. To complicate the media landscape, millennials are cutting the cable cord and watching streaming services such as YouTube, Netflix, and Hulu on their TVs and computers instead.

People do not sit and exclusively watch TV or videos anymore. They are often using their phone, tablets, and computers while watching programming which allows them to easily tune out commercials.

It’s not only streaming services that have complicated advertising. I love observing people and seeing how walking around in public has evolved. Now, you often see people taking smaller steps so that they can walk and access their phone at the same time. Or how many times have you waited on a long line at a retailer and not taken out your phone? This results in a major loss of eyes on out-of-home advertising, store’s window advertising and point-of-purchase advertising.

This makes it extremely challenging for a brand to stand out from the crowd. As a result, advertising research becomes more important than ever. Research provides so many opportunities for your brand to become more relevant, memorable, unique, and important to your consumer base. It is a smart way to get ahead of your competitors. From conducting secondary research to understanding trends to segmentation research to advertising tracking, there are multiple ways to be stand out and smarter about your advertising.

Creative Test – Research for an Ad Campaign
08 May 2018

Creative Test – Research for an Ad Campaign

Launching an advertising campaign is an expensive undertaking. While producing the creative is one cost, the media buy can increase the price tag extensively. Not only does the ad creative need to resonate with your potential customer but also stand out from the crowd — regardless if it is a TV commercial, print ad, or digital banners. The importance of research for an ad campaign lies here.

The average consumer sees up to 10,000 brand messages a day. Today, people are often consuming more than one media channel at a time. For example, consumers often watch TV while playing on their smartphone and working on their computers. As a result, it is harder for brands to stand out in this crowded space.

Therefore your message not only needs to resonate but also be memorable and persuade your audience to take action (e.g. learn more, go online).

There are also several pitfalls that agencies may not even consider when advertising. It is key not only for your advertisement to be memorable, but also appeal to your audience.  Sometimes the smallest nuances may have a large impact on prospects. Is the advertisement somehow offending your target audience? Often people do not realize that an ad may be culturally or ethnically insensitive. This is the importance of market research!

A word, a line, an image, or color may also prompt the consumer to think of another brand or industry. You need to make sure your creative idea works for your specific brand. Pretesting allows for instinctive/knee-jerk reactions from the audience and provides you with the safety net to prevent a campaign from having mishaps. It also provides recommendations and direction to further enhance your campaign in order to ultimately improve ROI.

How to pre-test?

Pre-testing can take many different forms.  Below are just a few examples:

Brand Concepts

The Highlighter Tool can be used to distinguish which areas of the concept are liked and disliked by your potential customers. Respondents can pick certain words that please them and highlight whatever has an alternative effect

Message Testing

Using the advanced analytics technique, MaxDiff, we can determine which message resonates most with your consumers. This trade-off analysis would tell which message will directly influence the target audience.

Initial Concepts & Messaging Combined

If you have many different images, messages, and support points, our Advertising Optimizer uses the advanced analytics technique, Conjoint Analysis, to find the perfect combination for your audience.

Print, Digital, and Storyboard Sentiment Testing

This technology allows the exact dimensions of a print or display ad. Respondents can click on what they like vs. dislike. You can also use this technology as multiple frames of a story to gain feedback for a commercial before it is in video format.

Commercial or Radio Concepts

As the video or audio plays, respondents click what they like vs. dislike and have the ability to provide feedback in real-time.

Research for an ad campaign is essential every time. What’s vital to remember market research before launching an advertising campaign is that there is no one-size-fits-all solution. That is why at Provoke Insights, we look at each campaign’s business objectives, target audience, industry, and the competition before developing a concise research plan.

It is worth your while to save time, money, and face to invest in research and get the creative right the first time.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I’m Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What’s the Difference Between Quantitative and Qualitative?

Sign up for our newsletters here!

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Twitter: https://twitter.com/provokeinsights

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LinkedIn: https://www.linkedin.com/company/provoke-insights

Keep on the lookout for more blog posts from us!

Types Of Research Every Advertiser Should Know
08 May 2018

Types Of Research Every Advertiser Should Know

Are you involved in your company’s advertising campaign? Do you work at an advertising agency? If so, market research may be key to enhancing your advertising initiatives!

Below, we will discuss four popular market research methods that every advertiser should know and we will synopsize why businesses should consider using it.

  1. Target Audience & Segmentation Research
  2. Creative Testing & Concept Exploration
  3. Research for Content Marketing
  4. Brand Tracking

 

Target Audience & Segmentation Research

Who is your target audience? Who has the highest propensity to not only purchase your product or service but also have the highest Lifetime Value?

If you are launching a new product or just reevaluating your audience, it’s time to know which segment is most profitable.

It is also important to consider segmentation  – your marketing and advertising can’t speak to everyone all of the time – you may want to prioritize cohorts or use a segmentation to optimize your media and messaging.

Creative Testing & Concept Exploration

Are you launching a new advertising campaign? Prior to launch,  test your creative and concepts. This allows you to leverage your advertising and messaging to its fullest extent without having to learn from your mistakes. If you think you might need concept testing or optimization of creative research – we have two blogs on them here and here.

Research for Content Marketing

Research for content marketing makes your brand a thought leader by using research to get press placements. Bring your research to life by using it as a catalyst for B2B and B2C awareness, engagement, lead generation, and conversion. Tactics include online videos, infographics, sales materials, email marketing, thought leadership pieces, press releases, and guerrilla efforts.

Brand Tracking

Have your advertising initiatives made an impact? That is why it is pertinent to start tracking your marketing initiatives even before you launch a campaign. Once the advertising is launched, the desired outcome is campaign memorability, consideration, likely to use and recommend. This type of research also gauges how it is performing compared to your competitors.

For all of the reasons mentioned above, businesses should consider market research for their advertising and branding strategy it is one of the most effective methods to improve your ad campaigns ROI (return on investment).