uncovering insights the basis for effective creative work class_5

UNCOVERING INSIGHTSThe Basis for Effective Creative Work

Consumer Research is one of the most important stages in advertising.

• Ed McCabe: “When you are ready to write, it should be automatic, fueled by knowledge so comprehensive that advertising almost writes itself. Only with absolute knowledge of a subject can you hope to transcend the banality of mere facts & experience the freedom of insight.”

Step 1: State Your Questions

• Before starting research, define the questions or problems you’re investigating:

1) Who is your most likely prospect for the product?

2) What real or perceived differences make your brand better than the competition?

3) To what extent does your brand match up with consumers’ needs?

Step 1: State Your Questions

4. How should this be communicated?5. How do customers perceive the current campaign?6. What are the demographic characteristics of current

customers?7. Competitive customers?8. Prospects or emerging users?9. What are the psychographics?10. What information is most important?11. Where do they get their information?12. And on it goes.

Step 2: Dig Through Secondary Sources

Step 2: Dig Through Secondary Sources

• Annual Reports• Customer Profiles• Technical Reports• Websites• Trade Associations• Library Resources• Syndicated Market Data