I was recently invited to present at the 2011 Mirren New Business Conference, which is a forum for exchange of ideas and training that can help advertising agencies to win new business.

The Mirren Institute has been predicting that the future of advertising agencies will depend on their ability to translate consumer insights into creative solutions that will have an impact on clients’ bottom lines. I couldn’t agree more.

Nonetheless, in a presentation by Andrew Deitchman, the founder of Mother New York, he cited an “unscientific” survey the agency conducted, in which the results indicate that 67% of the agencies and clients rely on gut-feeling and intuition. If this is true, at the exclusion of market research and consumer insights, that’s a sad fact.

Intuition and what is called “gut-feeling” are really products of accumulated experiences that allow individuals to recognize patterns and make decisions without being aware of how they arrived to them. The key word here is experience. For gut-feeling-made decisions to be right in the advertising world, it is required to have in-depth industry and category experience and knowledge of the target market and the client’s business issues. How can we get a real understanding of the target market without market research and customer insights?

More and more clients are asking for the data behind recommended marketing and advertising strategies. Agencies  are likely to increase their odds of winning an account by explaining the rationale, for their proposed advertising campaign, with the help of something more than intuition and gut-feeling. 

Most advertising campaigns have one or more of these goals:

• Inform, position
• Call to action
• Change or reinforce attitudes
• Change or reinforce behaviors

To reach any of these goals, it helps to think as clients think about the purchase cycle for their products/brands. There is always a target market that needs to be aware of our products/brands, consider them, try them and keep buying them.

CONSIDER THE PURCHASE CYCLE

Marketing or advertising campaigns are likely to increase their effectiveness in achieving any of the above mentioned goals if they take into account the different phases of the purchase cycle. For each of these phases, agencies often face questions that can’t be answered with “gut-feeling,” and call for market research and customer insights.

Whether to invest in research to answer questions like these while preparing a pitch it is always a difficult decision for ad agencies since it is hard to justify the cost when it is uncertain they will win the account. Luckily, thanks to technology, there are many new qualitative and quantitative research techniques that can be used to gather rich consumer insights, faster and cheaper than ever.

I urge advertising agencies to give them a try if they want to win a pitch and go beyond gut-feeling or intuition, which are often confused with personal taste and strong biased opinions.

In my previous article about how to connect to your customers with the help of research insights, I listed some of the key research questions that any business wanting to grow and succeed should ask. But, how do you do it?

Here we need to make a distinction between data collection methods and types of research based on analytical approach, which are often confused. Data collection methods differ based on whether we want to conduct quantitative or qualitative research.

Qualitative research, which is exploratory in nature, usually uses data collection methods such as focus groups, triads, dyads,  in-depth interviews, uninterrupted observation, bulletin boards, and ethnographic participatory observation.

Quantitative research, which looks to quantify a problem, collects data through surveys in different modalities (online, phone, paper), audits, points of purchase (purchase transactions), and click-streams.

As for types of research, I mean the approaches used to analyze the data collected. Depending of the business objectives, we may decide to gather data to conduct a market segmentation, product testing, advertising testing, key driver analysis for satisfaction and loyalty, usability testing, awareness and usage research, and pricing research, among others.

 When to use each of these data collection methods and types of research depends on the business issues we are dealing with in one or more of four key areas:

• Awareness: Let the market know that the product or service exists
• Targeting: Reach the target segments with the highest profit potential
• Acquisition: Optimize the marketing message, offer,  and price that will close the sale
• Retention: Generate repeat purchases from current customers

The chart below, which we call the Relevant Wheel, shows when it is most appropriate and relevant to conduct different types of research.

Our clients find this chart to be helpful and use it as a reference to determine when a particular type of research is needed. Once this is defined, we discuss the most appropriate qualitative or quantitative data collection methods.

 So next time you wonder what type of research to conduct, I invite you to ask yourself where the particular problem at hand belongs to (Awareness, Targeting, Acquisition or Retention ) and then use this chart to to guide your decision on the most appropriate type of research. I hope you find it useful.

To learn more about our consumer data service visit Consumer Shopping Behavior Insights. To request consumer shopping behavior data and insights don’t hesitate to contact us.

According to PepsiCo’s Americas Beverages chief Massimo d’Amore, who was interviewed by the WJS, in the case of Gatorade, certain level of confusion was expected, but that internal research indicated that “the ‘G’ campaign scores high in the coolness factor.”

For a while I wondered what type of research they did, who was the target sample and what metrics were used to measure success. Luck would have it that I had the chance this year to meet Jimmy Smith, the creator of the “G” TV commercials. He told me that the ads were targeting teenagers between 13 and 17 and they were looking to create buzz, which they did. I admit that “coolness” is likely to be an important driver in this market segment, but can misfire in other segments. I have proof in my own household. My husband, a fan of Gatorade and part of the 37.7% of consumers in the age group 35-44 who drink Gatorade monthly*, was certainly lost once the packaging changed. He thought that the new “G” packaging was one of Walmart’s store brands.

In July 2009, Beverage Digest estimated that Gatorade had lost a 4.5% share of the sports-drink market and its volume slipped 17.5% in the first six months of 2009 after the launch of the new packaging in January. It seems that the “coolness” factor may have worked against Gatorade’s brand equity.

So, if you ever get involved in a brand makeover or new packaging re-design make sure to do branding research that allows to measure the overall impact of the changes on the brand recognition and sales. The best approach to branding research combines both qualitative and quantitative techniques. Neither alone gives a solid answer, so I would suggest to consider following this research plan:

1. Define the problem. First, make sure it is an image problem and not a problem with the product or service. Does the brand need an updated look to attract new market segments? Does the brand elicit negative associations due to blunders from the past and need a fresh start? Does the brand need to be aligned with a new vision and mission for the company? The answers to these questions will define how much of a radical makeover your brand can afford without alienating customers.




2. Explore current brand perceptions, usage patterns, customer experience, and problem areas. This will give you a feel for the brand legacy and how much you can depart from it. Depending on your target market and budget, some of the data collection techniques you can use might include focus groups, in-depth interviews, or on-site research (ethnography).




3. Create several new brand concepts and test them. Use the results from the initial qualitative research to develop different branding concepts. Explore initial reactions to the concepts, fine-tune them, and test them again using qualitative techniques.




4. Follow-up with quantitative research. Use a large enough sample to select a winner and project the results to your target population. Define the screening criteria of your sample carefully. To certain market segments, some brand attributes may be more relevant than to others, so make sure all segments are represented to avoid biased results.

The combination of qualitative and quantitative research techniques will give you in-depth insight and a solid foundation for decision making. Don’t be tempted to only run a couple of focus groups or an online survey and feel you know everything. Conducting branding research with the right approach will pay off and prevent you from making mistakes that will hurt your bottom line.

* SMRB – Summer 2009 Adult 6 Months (Feb 09 – Sept 09)

To learn more about our consumer data service visit Consumer Shopping Behavior Insights. To request consumer shopping behavior data and insights don’t hesitate to contact us.

This may not sound as a novel idea, but many, many companies go about their business thinking they don’t need to conduct market research in order to improve their products and grow. They believe they know enough about their industry and product category that there is nothing new to learn. Then there are companies that are barely aware of the importance of research, but see it as an expense and not an investment. They prefer to throw spaghetti at the walls and see what sticks.

I don’t know how many focus groups Domino’s did or if they also used other research methods to test their improved pizzas, but the important thing here is that they were willing to listen to their customers.

Now regarding methodology for new product development, I always advise clients to combine qualitative (e.g. focus groups) and quantitative research (e.g. surveys) methods.

Qualitative research is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand.

Quantitative research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population.

Here are some guidelines to use both types of research in new product development:

Combining both approaches when developing new products will give you a solid foundation to make the right decisions for your business grounded in consumer insights.

To learn more about our consumer data service visit Consumer Shopping Behavior Insights. To request consumer shopping behavior data and insights don’t hesitate to contact us.