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Strategic Marketing and Consumer Research Insights

This guide covers the importance of market segmentation, researching target audiences, and utilizing consumer insights for effective marketing strategies. Learn when and why to conduct research at different stages of advertising campaigns.

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Strategic Marketing and Consumer Research Insights

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  1. Target Marketing & Segmentation through Research

  2. Objectives for Doing Research • To help define positioning and strategy • To provide a basis for making decisions about campaign ideas • To provide a basis for final decisions about the suitability of a campaign to run • To help advertisers understand the impact of advertising after it has run

  3. When To Research?: Planning Stage Research • The objectives at this stage are to identify • At whom should the advertising be aimed? • Helps marketers develop a “richer” target market profile • What makes our product unique? • Important attributes; usage occasion; etc.

  4. Distinguishing Target Markets from Market Segments • A market segment is a sub-population of a target market • Members of a market segment share similarities with members within the group • However, they differ on a specific criteria from the larger target market

  5. Criteria For Segmentation • Unique • Important distinctions can be made in terms of targeting variables • Sizable • The segment is large enough to be profitable • Reachable • Consumers in the segment can be reached by an appropriate marketing mix

  6. When To Research?: Planning Stage Research • What is the product/brand’s intended effect on the target market? • Helps marketers identify benefits to the target market • Helps to develop a brand positioning

  7. Facilitated with Consumer Insights • A “nugget” of information that helps the marketer understand the consumer more deeply, simply, or clearly • It has the potential to competitively distinguish one brand from another

  8. Where Do They Come From? • Insights originate from a consumer perspective • Opportunities for generating insights may include: • experience • attitudes • values • needs • perceptions • feelings • Others

  9. Discovering Brand Positioning Opportunities • Research facilitates discovering of the brand positioning opportunity • That point or place where a the consumer insight connects with the brand insight • An understanding of what the brand offers that the consumer values

  10. When To Research?: Planning Stage Research • What is marketing communication’s intended effect on the target audience? • What should be said? (message) • How should it be said? (tone, delivery) • Where/when should it be said (media placement)

  11. When To Research?: Campaign Development • During the pre-testing stage, research can facilitate direction in terms of • Creative Ideation • Conceptual development (roughs) • Copy development (communication)

  12. When To Research?: Copy Testing Stage • Do marketing communications address the proposed communication strategy? • Recall: Jenny Craig Example • “Willpower in my pocket”

  13. When To Research?: Post-testing • After advertising or marketing communication exposure, results should be tracked against marketing and communication objects to aid in understanding what worked and what didn’t.

  14. Caveats for Research • Advertising’s effectiveness can not be evaluated in a vacuum (remember there are intervening variables) • Copy testing is an aid to decisions, it should not be the decision in an of itself.

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