Download - Uncovering Insights
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Step 1: State Your Questions
§ Before do a research à define the questions or problems e.g.
‣ Prospect for the product, how to communicate, consumer perception towards campaign, etc.
§ Be careful to define the question, avoid gathering IRRELEVANT information & wasting time.
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Step 2: Dig Through Secondary Source Company Records § Annual Report à a staring point
‣ Financial date, annual report, corporate philosophy, competition, and future goals.
§ Consumer Profiles à source of value information ‣ Product warranty card, sweepstake campaign, or
applied for credit card » Track personal information » How/why consumers select our brand.
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Step 2: Dig Through Secondary Source … con’t
§ Technical Report ‣ Some technical facts e.g. active ingredient or innovation
can create the interesting for consumers.
§ Website ‣ The company website = great starting point
‣ Overview of the history of the organization, profile key employees, highlight product lineup, and interactive between consumers & company
‣ We can check how consumers saying about our brand via google, blogs, social network, or comment to websites.
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Step 2: Dig Through Secondary Source … con’t
Trade Associations
§ Name a trade or area of interest, association, staffed with knowledgeable people.
§ Advertising associations provide useful information for its members: ‣ Account Planning Group, the American Association of
Advertising Agencies, etc.
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Step 2: Dig Through Secondary Source … con’t
Library Resources § The following are resources that provide important
background information about the client, industry, and consumer. (see the list on page 74)
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Step 2: Dig Through Secondary Source … con’t
Syndicated Market Data
§ Research company offer paid subscribers a detailed look at the lifestyles & shopping habits of various U.S. markets. (see the list on page 74 – 75)
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Step 3: Conduct Primary Research § Some primary research cannot answer all questions,
then, primary research can apply to discover.
Firsthand Experience
§ Try, taste, touch, hear, and smell … discover how consumers perceive towards the product.
§ Try the competition ‘brand vs. competitors’ à weakness or strengths.
§ Provide important insights à big idea
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Step 3: Conduct Primary Research … con’t
Observation
§ Gathering information at store to monitor the brand
‣ Display: your brand vs. competitors
‣ How consumer react with the brand » e.g. time spend to read label, price, compare with
other brands.
‣ Or (if can) ask why they choose a particular brand … how often you buy it, and how they use
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Step 3: Conduct Primary Research … con’t
Surveys
§ The most common primary-research ask: current or prospect consumers.
‣ Product usage, awareness, attitude.
‣ Can implement via mail, telephone, or personal interview.
‣ The structure of questions can give different results
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Step 3: Conduct Primary Research … con’t
Surveys … con’t
§ Some common guideline to design a survey:
‣ Keep the survey short
‣ Use simple language
‣ Include complete instructions
‣ Put easy-to-answer questions first
‣ Ask general questions before detailed ones.
‣ Save potentially embarrassing questions e.g. income, for the end.
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Step 3: Conduct Primary Research … con’t
Focus Groups
§ Some may call ‘Focus Group Discussion or FGD’
§ 5 – 10 respondents à ask their permission to record the conversion & purposes.
§ Moderator à encourage everyone to speak & keep discussion on track.
§ Incentive is the common practice for all respondents
§ The finding should be apply carefully.
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Step 3: Conduct Primary Research … con’t
Interview § One-on-one interview à 30mins – 2
hrs.
§ Cover important insight
§ Do little talking, but encouraging the respondent to speak more.
§ Insight can be discovered from different questions ‣ Why you like … ‣ Why you don’t like …
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Step 3: Conduct Primary Research … con’t
Ethnography
§ Observe people in natural setting e.g. home visit
§ Listen to their natural conversation.
§ Sometime, the researchers can come up with new idea / everyday setting e.g.
‣ Shampoo à observe at salon
‣ Grocery à shopping with the client
‣ Or, spend daily life with them for a certain period.
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Step 3: Conduct Primary Research … con’t
Projective Techniques
§ Sometime, consumers may not tell the right & true about the brand via interview or FGD ‣ They don’t want to offend you.
§ Instead of asking them towards specific brand, change the question like ‣ Why you bought an expensive car?
» Rational explanation: car’s safety & resale.
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Step 3: Conduct Primary Research … con’t
Projective Techniques … con’t
§ Ask respondents to ‣ sketch drawing, ‣ tell tales, ‣ finish sentence ‣ do word association, ‣ create collages ‣ match company with
animals, colors, places, and types of music.
Understand consumer’s subconscious a1tude
toward products
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Step 3: Conduct Primary Research … con’t
Experiments
§ Compare the attitudes e.g. ‣ A1 see ad Vs. A2 not see ad
‣ Can study in terms of favorable impression or more knowledgeable about the brand.
‣ Uncover opinion about product usage
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Step 3: Conduct Primary Research … con’t
Online Research
§ Fast & inexpensive
§ Can reach target group who not willing to travel to a facility for a FGD or feel uncomfortable giving responses about sensitive issue in person.
§ Some disadvantages: ‣ Fake profile
‣ Nonverbal: tone of voice, facial expression, and body language.
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Step 3: Conduct Primary Research … con’t
Using Multiple Research Methods
§ Because each research method has its own advantage & disadvantage.
§ Often use more than one approach to find the answers to their questions.
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Step 4: Interpret the Data
§ Dig further if there are inconsistencies among the data collected
§ Determine if information is relevant to the consumer & the brand
§ Some research agency develops interpretation tool e.g. ‣ a perceptional map ‣ Value / least quadrant
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Future Steps on the Process
§ After gathered information à AE or strategic planner will prepare creative brief.
§ Creative team will use this information as inspiration to develop ideas or creative ideas.
§ Have to ensure that ideas are on strategy
§ Concept test = useful for new product ideas & new approaches.
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Common Mistakes in Research
§ Asking the wrong questions
§ Believing everything people tell you
§ Not testing to see if the date are relevant to your client’s problem.
§ Biasing the results
§ Not studying someone typical of your audience.
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Briefcase: Icelandair and BWI take the travail out of travel
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Icelandair’s ad challenge
§ Most airline ads look the same
§ Icelandair is a small company
§ Competitor SAS’s ad budget is 3 times bigger
§ SAS offers better flying time to Scandinavia
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Agency insight
§ Competitor SAS flies out of Dulles, an airport that is a hassle to use
§ Icelandair flies out of BWI, which is much more user friendly
§ Target audience mainly Scandinavians who live in the U.S.
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Creative solution
§ Focus on the hassles of flying out of Dulles
§ Make the message authentic
§ Hired Swedish cartoonist to create a signature character for Icelandair
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Results
§ Icelandair was able to more than hold onto its market share
§ Market share increased a few points despite SAS’s larger ad budget
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Questions for weekly workshop
§ How ‘consumer insight’ research helps advertisers to promote branding, product feature, and promotional campaign? Give some example/case study to support your argument.
§ Remark: ‣ Page limit to 1 – 2 pages (Time New Roman, 12#, double space, or by
hand writing) ‣ Submission by printing before 11.50 @ library