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Research Matters

Research Matters. The Case for Advertising Research. Marketing vs Advertising Research. Marketing Identify needs Market segments New products Strategies. Advertising Perception Competition Image Appeal Message. Why test Ads?. Increases effectiveness Catches gaps or flaws

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Research Matters

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  1. Research Matters The Case for Advertising Research

  2. Marketing vs Advertising Research • Marketing • Identify needs • Market segments • New products • Strategies • Advertising • Perception • Competition • Image • Appeal • Message

  3. Why test Ads? • Increases effectiveness • Catches gaps or flaws • Clarity of message • Intent

  4. Role of Research • Decision Support System • What’s hot? What’s not? • Keep marketers in touch with customers • Key role in helping understand audience • Used to make go/no go decisions and when to pull a campaign

  5. Research Steps • Identify the problem (or opportunity) • Most difficult and important • Be clear on what the research is to accomplish • Develop research questions: What do you want to know? • Develop objectives: what do you want the data to tell you?

  6. Step 2: Research Methods • Plan Research Design and collect data • Evaluate Secondary Data • Quick and cost effective • May be out of date • Not in line with your objectives • If info still needed move on to Primary Data • Need to do own research • What now?

  7. Step 2: Research Methods 2a. Plan Research Design (select research method) • Flows naturally from RQs • Qualitative vs quantitative • Focus groups, in depth interviews, observation • Surveys, experiments • In person, mail or via Internet • Response rate • Biases

  8. Step 2: Research Methods 2b. Qualitative: Interviews, Focus Groups • May involve projective techniques • Thoughts and feelings • Association tests • Thoughts and feelings after a stimuli • One on one vs 6-12 customers 2c. Experiments • Causation • Two or more groups differing on one variable/item

  9. Step 3: Clean & Analyze Data • Clean • Descriptives, Frequencies, missing cases • Analyze • Regression • Hypothesis testing (t-tests, mean comparison) • SEM • Cross tabs • Association • Coding

  10. SPSS, SAS, Lisrel, AMOS, InVivo

  11. Data MUST be: • Reliable: consistent over time • Valid: relevant to RQs • Trustworthy: does it make sense? • Meaningful: know the limitations

  12. Steps 5 & 6 • Prepare/Present Report • Tailor to audience • Connect results to objectives • Where do we go from here? • Follow up • Decisions • Improvements • When to test again

  13. Revitalize brand and increase sales • Used research to find a new direction and reposition the brand • Shifted from kids to “rejuvenile” adults as TM • Comfort food • Research insights led to edgy humor, mischevious fun • Sales doubled the target rate • Best regarded snack brand from 41st to 34th • Won Grand Ogilvy winner – Best in show

  14. Developmental Advertising Research • Idea Generation • Concept Testing • Audience Definition • Audience Profiling

  15. Techniques • Focus Groups • Projective Techniques • Association Tests • Dialogue Balloons • Story Construction • Sentence and picture completion • Zaltman Metaphor Elicitation Technique • Field Work (observational)

  16. Copy Research • Research actual ads • Ad does what it is supposed to do • How ad scores • Agency conflict • Creatives are “artists” and view this as a “grade” • Should always be done

  17. Copy Research What to look for: Techniques: Communication tests Resonance tests Recall tests Recognition Attitude change Frame by frame Thought listings Eye, voice, psychogalvanometer Pilot Testing Direct Response Single Source Data • Getting it • Knowledge: Recall and Recognition • Attitude • Feelings and emotions • Physiological changes: eye movement, etc. • Behavioral intent • Actual behavior

  18. Things to remember • No method is perfect • But do find the best method for you • Results are guidelines not absolutes • They still need to be interpreted • “Choose wisely”

  19. New Trends: Neuromarketing • Study brain response to different ads via fMRI • Example: Cigarette ad reactions by smokers and non smokers • “non-users hadn't built up resistance to these kinds of ads, and as a result their craving for unhealthy snacks and drinking actually increased” • Non smokers were more susceptible to cigarette ads than smokers

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