Research & Analytics - IABC Nashvillenashville.iabc.com/wp-content/uploads/2019/10/IABC... ·...
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Research & Analytics: Converting Data Into Brand ROI
Transcript of Research & Analytics - IABC Nashvillenashville.iabc.com/wp-content/uploads/2019/10/IABC... ·...
Research&Analytics:ConvertingDataIntoBrandROI
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Wegotourstartin1986,thesameyear
Oprah’sshowdebutednationally,PixarAnimationwasfounded,andHalley’sComet
waslastvisibleonearth.
We’vespent30+yearsdiscoveringconsumerstories.
We’vedoneworkformorethan4,000clientsaroundtheworld,including1/3oftheFortune500.
Wewerearoundwellbeforetheinternetbecameathing,andweusedourexperienceinin-personresearchto
developour3industry-leadingtechnologyplatforms.
Wehavefocusgroupfacilitiesin3uniquemarkets– andtheyservemorethan300poundsofM&Mseachyear.
Wehaveourownpanelofmorethan640,000respondents,equivalenttothepopulationofWashington,DC.Thepanelwasbuiltspecificallyforqualitativewhichmeansourrespondentsarethemostengagedandarticulateyou’llfind.
Everyyearwerecruitnearly30,000participantsforstudiesonlineandin-person.That’salmostenoughpeopletofillFenwayPark.
Research101
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PrimaryResearchFirst-handdatacollection
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PrimaryResearchFirst-handdatacollection
Research101
SecondaryResearchUseofexistingdata
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Research101
QuantitativeResearchTheWHAT
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Research101
QuantitativeResearchTheWHAT
QualitativeResearchTheWHY
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HybridResearchAcombinationofapproaches
Research101
QuantitativeResearchTheWHAT
QualitativeResearchTheWHY
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PerceptionsofResearchWhatdomarketingandcommunicationprofessionalsthink?
Researchiscomplex andtakestoolong.
Ifit’sfast,itcan’tbegood.
It’shardtogetfindingsthataretailored.
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BackgroundWhatisdrivingtheneedforresearch?
StakeholdersWhoneedstobeabletousetheresults?
RespondentsWhoaretherightpeopletotalkto?
ObjectiveWhatspecificquestionsdoyouneedtoanswer?
GoalWhatdecisionwillithelpyoumake?Whatbusinessproblemwillitsolve?
HowtoMakeSureYourResearchIsImpactful
CaseStudy:CustomerExperience
Understandinggapsintheuserexperience.
• Educationalsoftwarecompany
• Highattritionforonlinetutoring
programdespitepositivefeedback
• Qualitativejournalsandwebcam
interviewdebriefs
CaseStudy:CreativePitch
Understandingthetargetaudiencetoinformcreativedirection.
• Marketingcommunicationsagency
• Preparationsfornewbusinesspitch
• Onlinediscussionwithmulti-media
activities
CaseStudy:Message&ConceptTest
Pushingtheenvelopewhileremainingtruetobrandvalues.
• Nationalnon-profitorganization
• Nationwidebrandcampaign
• Hybridquant+qualapproach
CaseStudy:BrandPerception
Gaininginsightintoupandcomingcompetition.
• Majorsportinggoodsbrand
• Losinggroundtocompetitor
• Textanalyticstouncoverdistinctions
betweenthebrands
