If you’re a fan of Mad Men, you might think that the creatives at advertising agencies lounge around on couches, sipping their favorite drink on the rocks, and waiting for inspiration to strike. But savvy advertising and marketing companies in the modern day take a much more proactive approach to the way they develop storyboards and copy: by using market research to implement a strategic campaign. In fact, in some instances, advertising professionals and market research experts might find themselves collaborating as integrated departments under one agency roof, maximizing the potency of ads. Below, check out some of the ways advertising firms and market research companies have formed a symbiotic relationship in recent years:
What the Consumer Consumes
Market researchers help advertising professionals uncover who it is their campaigns should be targeting – in other words, the largest consumer base for their product or service. If creatives are directing their message towards the wrong demographic, the message suddenly becomes less relevant. By working with market researchers who can identify the needs and wants of the consumer, ads can effectively reach the right individuals at the right time.
Gain Focus with Focus Groups
Leveraging focus groups to gain further information about consumer satisfaction, ad agencies use the qualitative information from this research to:
– Understand and identify problems with current or proposed marketing techniques
– Develop a story that appeals to the consumer and peaks his interest
– Gain insight on consumer reactions to a particular advertising campaign
– Measure the success of a campaign based on consumer attitudes towards it after it has aired, and determine the pitfalls of unsuccessful ads.
By coming together to identify the most effective ways to target consumers, advertising agencies and market research companies can leverage their combined skills to create strong ads and fruitful marketing campaigns.
Observation Baltimore is a focus group facility run by market research specialists in the Baltimore, Maryland area that works in conjunction with advertising agencies and marketing professionals to understand consumer attitudes. For more information about the services we offer, please contact Barbara Gassaway and the market research specialists at Observation Baltimore today by calling 410-332-0400 or click here! If you’d like to participate in one of our focus groups, please sign up at www.observationbaltimore/getpaid.