Uncovering Insights

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Step 1: State Your Questions

§ Before do a research à define the questions or problems e.g.

‣  Prospect for the product, how to communicate, consumer perception towards campaign, etc.

§ Be careful to define the question, avoid gathering IRRELEVANT information & wasting time.

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Step 2: Dig Through Secondary Source Company Records § Annual Report à a staring point

‣  Financial date, annual report, corporate philosophy, competition, and future goals.

§ Consumer Profiles à source of value information ‣  Product warranty card, sweepstake campaign, or

applied for credit card »  Track personal information »  How/why consumers select our brand.

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Step 2: Dig Through Secondary Source … con’t

§ Technical Report ‣  Some technical facts e.g. active ingredient or innovation

can create the interesting for consumers.

§ Website ‣  The company website = great starting point

‣  Overview of the history of the organization, profile key employees, highlight product lineup, and interactive between consumers & company

‣  We can check how consumers saying about our brand via google, blogs, social network, or comment to websites.

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Trade Associations

§ Name a trade or area of interest, association, staffed with knowledgeable people.

§ Advertising associations provide useful information for its members: ‣  Account Planning Group, the American Association of

Advertising Agencies, etc.

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Library Resources § The following are resources that provide important

background information about the client, industry, and consumer. (see the list on page 74)

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Syndicated Market Data

§ Research company offer paid subscribers a detailed look at the lifestyles & shopping habits of various U.S. markets. (see the list on page 74 – 75)

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Step 3: Conduct Primary Research §  Some primary research cannot answer all questions,

then, primary research can apply to discover.

Firsthand Experience

§ Try, taste, touch, hear, and smell … discover how consumers perceive towards the product.

§ Try the competition ‘brand vs. competitors’ à weakness or strengths.

§ Provide important insights à big idea

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Step 3: Conduct Primary Research … con’t

Observation

§ Gathering information at store to monitor the brand

‣  Display: your brand vs. competitors

‣ How consumer react with the brand »  e.g. time spend to read label, price, compare with

other brands.

‣ Or (if can) ask why they choose a particular brand … how often you buy it, and how they use

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Surveys

§ The most common primary-research ask: current or prospect consumers.

‣  Product usage, awareness, attitude.

‣  Can implement via mail, telephone, or personal interview.

‣  The structure of questions can give different results

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Surveys … con’t

§  Some common guideline to design a survey:

‣  Keep the survey short

‣ Use simple language

‣  Include complete instructions

‣  Put easy-to-answer questions first

‣  Ask general questions before detailed ones.

‣  Save potentially embarrassing questions e.g. income, for the end.

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Focus Groups

§  Some may call ‘Focus Group Discussion or FGD’

§ 5 – 10 respondents à ask their permission to record the conversion & purposes.

§ Moderator à encourage everyone to speak & keep discussion on track.

§  Incentive is the common practice for all respondents

§ The finding should be apply carefully.

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Interview § One-on-one interview à 30mins – 2

hrs.

§ Cover important insight

§ Do little talking, but encouraging the respondent to speak more.

§  Insight can be discovered from different questions ‣ Why you like … ‣ Why you don’t like …

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Ethnography

§ Observe people in natural setting e.g. home visit

§ Listen to their natural conversation.

§  Sometime, the researchers can come up with new idea / everyday setting e.g.

‣  Shampoo à observe at salon

‣ Grocery à shopping with the client

‣ Or, spend daily life with them for a certain period.

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Projective Techniques

§  Sometime, consumers may not tell the right & true about the brand via interview or FGD ‣  They don’t want to offend you.

§  Instead of asking them towards specific brand, change the question like ‣ Why you bought an expensive car?

»  Rational explanation: car’s safety & resale.

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Projective Techniques … con’t

§ Ask respondents to ‣  sketch drawing, ‣  tell tales, ‣  finish sentence ‣  do word association, ‣  create collages ‣ match company with

animals, colors, places, and types of music.

Understand consumer’s subconscious a1tude

toward products

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Experiments

§ Compare the attitudes e.g. ‣  A1 see ad Vs. A2 not see ad

‣  Can study in terms of favorable impression or more knowledgeable about the brand.

‣ Uncover opinion about product usage

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Online Research

§ Fast & inexpensive

§ Can reach target group who not willing to travel to a facility for a FGD or feel uncomfortable giving responses about sensitive issue in person.

§  Some disadvantages: ‣  Fake profile

‣  Nonverbal: tone of voice, facial expression, and body language.

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Using Multiple Research Methods

§ Because each research method has its own advantage & disadvantage.

§ Often use more than one approach to find the answers to their questions.

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Step 4: Interpret the Data

§ Dig further if there are inconsistencies among the data collected

§ Determine if information is relevant to the consumer & the brand

§  Some research agency develops interpretation tool e.g. ‣  a perceptional map ‣  Value / least quadrant

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Future Steps on the Process

§ After gathered information à AE or strategic planner will prepare creative brief.

§ Creative team will use this information as inspiration to develop ideas or creative ideas.

§ Have to ensure that ideas are on strategy

§ Concept test = useful for new product ideas & new approaches.

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Common Mistakes in Research

§ Asking the wrong questions

§ Believing everything people tell you

§ Not testing to see if the date are relevant to your client’s problem.

§ Biasing the results

§ Not studying someone typical of your audience.

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Briefcase: Icelandair and BWI take the travail out of travel

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Icelandair’s ad challenge

§ Most airline ads look the same

§  Icelandair is a small company

§ Competitor SAS’s ad budget is 3 times bigger

§  SAS offers better flying time to Scandinavia

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Agency insight

§ Competitor SAS flies out of Dulles, an airport that is a hassle to use

§  Icelandair flies out of BWI, which is much more user friendly

§ Target audience mainly Scandinavians who live in the U.S.

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Creative solution

§ Focus on the hassles of flying out of Dulles

§ Make the message authentic

§ Hired Swedish cartoonist to create a signature character for Icelandair

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Results

§  Icelandair was able to more than hold onto its market share

§ Market share increased a few points despite SAS’s larger ad budget

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Questions for weekly workshop

§ How ‘consumer insight’ research helps advertisers to promote branding, product feature, and promotional campaign? Give some example/case study to support your argument.

§  Remark: ‣  Page limit to 1 – 2 pages (Time New Roman, 12#, double space, or by

hand writing) ‣  Submission by printing before 11.50 @ library

Uncovering Insights

Marketing