The New World of Marketing Communication

Chapter 6:Strategic ResearchCopyright 2012 Pearson Education, Inc. publishing as Prentice Hall6-11

2Art imitates life What are the basic types of strategic research and how are they used?

What are the most common research methods used in advertising?

What are the key challenges facing advertising research?Questions to Explore Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall6-3One goal and one goal only

To gain insights that lead to competitive advantageCopyright 2012 Pearson Education, Inc. publishing as Prentice Hall4ResearchWhat was Cheetos issue and big insight?Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall5Cheetos

Dove Redefines Beauty\What critical consumer insights drove the marketing campaign? 5-3

Same Company5-7

Homework5-8Read articleDo you agree with the author? Why or why not?How do You Find Consumer Insights?Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall6-99Market research compiles information about the product, the product category, competitors, and other details of the marketing environment.

Consumer research is used to identify people who are in the market for the product.

Copyright 2012 Pearson Education, Inc. publishing as Prentice HallResearch used in planning advertising 6-10

Knowledge about consumers needs and wants is at the heart of all marketing communication plans. Market research compiles information about the product, the product category, competitors, and other details of the marketing environment. Consumer research is used to identify people who are in the market for the product.

10Advertising research focuses on all the elements of advertisingmessage, media, evaluation, and competitors advertising.

IMC research assembles information to plan the use of a variety of marketing communication tools. Strategic research uncovers critical information that becomes the basis for strategic planning decisions.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallResearch used in planning advertising 6-1111Secondary researchBackground research using available published information

Sources include:Government organizationsTrade associationsSecondary research suppliersSecondary information on the InternetCopyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-12Secondary research is background research using available published information.

Sources include government organizations, trade associations, secondary research suppliers, and secondary information on the Internet.12Secondary information on the InternetCheck out these industry-related sites:

BrandEra: www.brandera.com MarketPerceptions: http://marketperceptions.com Forrester Research: www.forrester.com Greenbook.org: www.greenbook.org Cluetrain: www.cluetrain.com Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-1313Primary researchInformation collected for the first time from original sources, such as primary research suppliers.

These include: A.C. NeilsonSimmons Market Research Bureau (SMRB)Mediamark Research Inc. (MRI)Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-14Primary research is information collected for the first time from original sources, such as primary research suppliers. These include A.C. Neilson, Simmons Market Research Bureau (SMRB), and Mediamark Research Inc. (MRI).14Quantitative researchDelivers numerical data such as:numbers of users and purchasestheir attitudes and knowledgetheir exposure to adsother market-related information.

Use large sample sizes (100-1,000) and random sampling to conduct surveys and studies that track, count or measure things like sales and opinions. Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-1515Qualitative researchExplores underlying reasons for consumer behavior

Tools include:observationethnographic studiesin-depth interviewscase studiesCopyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-16Qualitative research explores underlying reasons for consumer behavior. Tools include observation, ethnographic studies, in-depth interviews, and case studies.16Qualitative researchIs used to probe such questions as:

What type of features do customers want? What are the motivations that lead product purchase? What do our customers think about our advertising?How do consumers relate to the brand? What are their emotional links to the brand? Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-1717Qualitative researchUsed early in the process of developing advertising plans, message, and strategy.

Exploratory in nature and designed for generating insights, as well as questions and hypotheses for more research.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-18Qualitative research is used early in the process of developing advertising plans, message, and strategy. It is exploratory in nature and designed for generating insights, as well as questions and hypotheses for more research.18Experimental researchScientifically tests hypotheses by comparing different message treatments and how people respond.

Used to test advertising appeals and executions in:Product featuresDesignPriceVarious creative ideasCopyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-1919Experimental researchReactions may be electronically recorded using MRI or EEG machines, or eye-scan tracking devices to measure emotional responses.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhat are the basic types of research?6-20Reactions may be electronically recorded using MRI or EEG machines, or eye-scan tracking devices to measure emotional responses.20As markets have become more fragmented and saturated, and as consumers have become more demanding, the need for research in advertising planning has increased. Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-2121How is research used in marketing communication planning?

Market informationConsumer insight researchBrand informationMedia researchMessage development researchAdvertising or IMC planEvaluation research

Lets take a look at some of theseCopyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-2222Market informationMarketing research includes:

surveysin-depth interviewsobservationfocus groups

to use in developing a marketing plan and ultimately, a brand communication plan.

Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-23Marketing research includes surveys, in-depth interviews, observation, and focus groups to use in developing a marketing plan and ultimately, a brand communication plan.

23Market informationMarket information includes consumer perceptions of the brand, product category, and competitors brands.

Brand information addresses the brands role and performance in the marketplaceleader, follower, or challenger.

Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-2424Market informationHow do we gather information about a brand and the marketplace?

The brand experienceCompetitive analysisMarketing communication audit Content analysis

As a class:Define and discuss each of these techniques. Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-25How do we gather information about a brand and the marketplace?

We look at the brand experience, competitive analysis, marketing communications audit, and content analysis.

As a class: Define and discuss each of these techniques. 25Consumer insight researchBoth the creative team and media planners need to know as much as they can about the people they are trying to reach.

Researchers try to find out what motivates people to buy a product or become involved in a brand relationship.

The goal is to find a key consumer insight that will move the target audience to respond.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-2626Consumer insight researchIn association tests, people are asked what they think of when they hear certain cues. Their responses help form a network of associations.

Neuromarketing is a subfield of experimental research in which planners try to determine how the brain and emotions react to various stimuli.

Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-27In association tests, people are asked what they think of when they hear certain cues. Their responses help form a network of associations. Neuromarketing is a subfield of experimental research in which planners try to determine how the brain and emotions react to various stimuli.

27Media researchMedia planners and account planners decide which media formats will accomplish the objectives.

Media research gathers information about all the possible media and marketing communication tools that might be used to deliver a message.

Researchers then match that information to what is known about the target audience.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-2828Message development researchPlanners, account managers, media researchers, and the creative team conduct their own informal and formal research.

Concept testing is used during the creative process to evaluate the relative power of various creative ideas.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-29With message development research, planners, account managers, media researchers, and the creative team conduct their own informal and formal research. Concept testing is used during the creative process to evaluate the relative power of various creative ideas.29Message development researchWriters and art directors often conduct their own informal research.

They may:

visit storestalk to salespeoplewatch buyerslook at clients past advertisinglook at competitors past advertisingCopyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-3030Evaluation researchEvaluates an ad for effectiveness after it has been developed and produced; before and after it runs as part of a campaign.

Pretesting is research on a finished ad before it runs in the media.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-31Evaluation research evaluates an ad for effectiveness after it has been developed and produced; before and after it runs as part of a campaign. Pretesting is research on a finished ad before it runs in the media.31Evaluation researchEvaluative research, also called copytesting, is done during and after a campaign.

Memory can be measured using: Aided recognition (or recall)Unaided recognition (or recall)Copyright 2012 Pearson Education, Inc. publishing as Prentice HallThe uses of research6-3232What are the Most Common Research Methods? Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall6-3333Survey Research A quantitative method using structured interviews to ask a large number of people the same questionFor accuracy, researchers select a random sample to represent the entire group (population).Collection methods include telephone, door to door, the Internet, mail.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: quantitative methods6-34Survey research is a quantitative method using structured interviews to ask a large number of people the same question. For accuracy, researchers select a random sample to represent the entire group or population. Collection methods include telephone, door to door, the Internet, mail.34Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: quantitative methods6-35

Phone surveys are commonly used. Often they come from commercial call centers where many people hired by a research company staff a bank of phones. 35In-depth interviews A qualitative method using one-on-one interviews asking open-ended questions.

Interviews are more flexible and unstructured.

Use smaller sample sizes so results cannot be generalized to the population.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: qualitative methods6-36In-depth interviews are a qualitative method using one-on-one interviews asking open-ended questions. Interviews are more flexible and unstructured. Since they use smaller sample sizes, results cannot be generalized to the population.36Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: qualitative methods6-37

In-depth interviews are conducted one on one with open-ended questions that permit the interviewee to give thoughtful responses. 37Focus GroupsA qualitative method where a small group of users or potential users gather to discuss a product, brand, or advertising.

Directed by a moderator, observed by client and agency personnel.

Specific types include expert groups or friendship panels.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: qualitative methods6-38Focus groups are a qualitative method where a small group of users or potential users gather to discuss a product, brand, or advertising. They are directed by a moderator, observed by client and agency personnel. Specific types include expert groups or friendship panels.38Ethnographic ResearchA qualitative method in which the researcher becomes involved in the lives and culture of a group being studied.

Families may videotape their lives or a researcher may go to a rally.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: qualitative methods6-3939Other Qualitative Methods

Word associationFill in the blanksSentence completionPurpose-driven gamesTheater techniquesSculpting and movement techniquesStory elicitationArtifact creationPhoto elicitationPhoto sortsMetaphorsCopyright 2012 Pearson Education, Inc. publishing as Prentice HallWays of contact: qualitative methods6-4040Validity means the research actually measures what it says it measures.Poorly worded questions and samples that dont represent the population hurt validity.

Reliability means you can run the same test again and get the same answer.

Quantitative methods are better at gathering data, and qualitative methods are better at uncovering reasons and motives.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallChoosing a research method6-41Validity means the research actually measures what it says it measures. Poorly worded questions and samples that dont represent the population hurt validity. Reliability means you can run the same test again and get the same answer.

Quantitative methods are better at gathering data, and qualitative methods are better at uncovering reasons and motives.41Global issuesThe challenge is how to arrive at an intended message without cultural distortions or insensitivities.

IMC research challengesIMC planning requires research into many stakeholder groups and contact points.

Planning for feedbackThe research is part of a real purchase and use situation.

Call center personnel, personal shoppers, and the Internet gather information and feed it back to planning and marketing. Copyright 2012 Pearson Education, Inc. publishing as Prentice HallResearch trends and challenges6-4242Copyright 2012 Pearson Education, Inc. publishing as Prentice HallResearch trends and challenges6-43

This metaphoric ad equating Eviansparkling water with a mermaid tries to add a touch of originality, as well as meaning, to the Evian brand image.43Global issuesThe challenge is how to arrive at an intended message without cultural distortions or insensitivities.Media ChangesAs technology changes, old research measures become less valid.Researchers and planners use multiple product messages in multiple media vehicles to deliver different effects.New media allows for more permission and relationship marketing.Embedded ResearchThe research is part of a real purchase and use situation.Call center personnel, personal shoppers, and the Internet gather information and feed it back to planning and marketing. Copyright 2012 Pearson Education, Inc. publishing as Prentice HallResearch trends and challenges6-44The challenge is how to arrive at an intended message without cultural distortions or insensitivities.

Media ChangesAs technology changes, old research measures become less valid. Researchers and planners use multiple product messages in multiple media vehicles to deliver different effects. New media allows for more permission and relationship marketing.

Embedded ResearchThe research is part of a real purchase and use situation. Call center personnel, personal shoppers, and the Internet gather information and feed it back to planning and marketing. 44In Part 3, we will discuss message strategies.

In Part 4, we will explore media strategies.Copyright 2012 Pearson Education, Inc. publishing as Prentice HallWhere Were Headed Next6-45Comfort Food for Thought

Key lessons:Cheetos research shifted the focus of its strategy from kids to rejuvenile adults as a target audience.

A key research insight revealed that Cheetos could help adult consumers escape some of their daily pressures.

As a class: What others can you think of?Copyright 2012 Pearson Education, Inc. publishing as Prentice HallIts a Wrap 6-46

Key lessons:Cheetos research shifted the focus of its strategy from kids to rejuvenile adults as a target audience. A key research insight revealed that Cheetos could help adult consumers escape some of their daily pressures.

As a class: what others can you think of?46