Advertising & Marketing
Research
Awareness and Attitude Studies
Awareness and attitude studies enable marketers to establish benchmarks for customer attitude and beliefs, advertising awareness and interest as well as basic product appeal. In addition to year-to-year sales data, these baseline measures are critical in assessing the impact of marketing initiatives. Quantitative studies that poll a representative sample in the marketplace are the core methodology for achieving a statistically reliable measurement.
Focus Groups
Focus groups allow marketers to probe further among selected target audience segments for important attitudes and motivators related to purchase behavior. Because they are highly qualitative in nature, it is important to establish clear parameters for how they will be conducted as well as how the information will be used. Often, results obtained from quantitative studies provide guidelines for exploring additional perspective. We routinely conduct focus groups among members of the general public, segmenting groups according to a variety of dimensions including age, gender, product preferences, and product usage.
Media Habits Surveys
Media habits surveys are designed to assist clients in more effectively targeting their media expenditures by basing buys on their customers actual declared media habits rather than rate cards and media kits designed to position a particular vehicle in the best possible light. The studies are based on the premise that there are no average customers. Understanding how all of the different audience segments consume media enables clients to focus their efforts and messages for maximum impact and minimum waste. Quantitatively based, these studies provide media planners and strategists with the reliable detail needed to craft media programs that use vehicles to reach customers when they are most receptive to the message. They also provide valuable background for public relations planners when selecting media vehicles for general public outreach.
Online Surveys
The advent of the Internet has made outreach to customer more cost effective than ever before. The online medium allows for fast, reliable outreach to client e-mail databases. Off Madison Ave builds, deploys and analyzes online surveys in-house. These surveys may be used for opinion polls, concept testing, customer satisfaction assessments and even awareness and attitude surveys when a statistically representative population requiring detailed sample design and recruitment may not be required. Online surveys also have proven to be a cost-effective first step prior to engaging in a more extensive and sometimes costly research.
One-on-One Customer Intercepts
When there is a desire to reach customers in their "natural" habitat, in-person intercepts allow for short interviews with customers. Querying customers at the place where they make their purchases facilitates the gathering of first-hand information about the experience and helps identify opportunities for enhancing the experience and customer satisfaction. This approach to fieldwork is focused and efficient and generally more cost effective than employing third party fieldwork associates.
Tracking Studies
Tracking studies are conducted at regular intervals to help keep clients on top of changes in attitudes and awareness about their business, brand, products and services, advertising and competition.
Competitive Analysis
This critical analysis, a key component of any marketing plan, helps the agency and the client better understand the competition and their effect on the business, brand, sales, and advertising.
Packaging and Name Surveys
Critical to the successful deployment of a new product, packaging and name decisions deserve diligent testing among target audiences. Off Madison Ave can help determine the most effective approaches and communication strategies for packaging and naming your product taking into consideration market trends as well as the target audiences and their buying behaviors and motivators.
Custom Research Studies
Regardless of the challenge about a product, market, or audience, Off Madison Ave can help develop a plan to find a solution.
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