Have a blueprint of your customer

All marketing professional know that ‘if you don’t know your audience Baker Mayfield Limited Jersey , you don’t recognize your business’ in the tough trading conditions we face today this is not enough. You may need to recognize their desires, values and beliefs otherwise it is hard to anticipate their behaviour. And if increasing your roi is important, then the ability to anticipate behaviour is really the only thing you need to learn.

Otherwise you might not comprehend how to react if you see changes in your audience acquisition patterns. And because it’s so hard to retain customers, if you can’t respond quickly, you will have to resort to increasing your budget for new customer acquisition. Unfortunately Womens Shon Coleman Jersey , though most business owners like to think they appreciate their audience, many are really only guessing, using their instinct and experience to make commercial judgements. And when it comes to forecasting sales — whilst this strategy is fine, when things go right or wrong it becomes impossible to analyse, so an empirical understanding beats gut instinct almost every time.

Advertising research combines the best of both Qualitative and Quantitative.

The market research profession typically divide their activity into qualitative studies (interviews and focus groups Womens Carl Nassib Jersey , with free-flowing and open-ended discussions) and quantitative research (usually surveys). But this might not help you with some of the biggest decisions you’ll have to make about your marketing – the style and content of the commercial, radio script, direct mailshot, leaflet, phone call or sales pitch used to get new customers. If you really want research that can be systematically applied to suggest Womens Emmanuel Ogbah Jersey , guide and measure the style and content of your marketing material then traditional research just isn’t going to cut it. In order to be able creat ads that customers may engage with then the best starting point is to take their needs, beliefs, desires and wants and distil them into your advertising. To do this you may need advertising research to give you the best combination of the traditional research methods. That’s because it uses qualitative style research to provide the ‘content rich’ behavioural information which is then processed using a more traditional, rigorous quantitative analysis. The upshot is rich information that is scored for importance – similar to the way that tag or though cloud software is used to prioritise themes on a website.

This information helps you to prioritise the key consumer themes and replay them back to the audience. Guess what? This process although simple can have a dramatic effect on profitability with many companies reporting 15%-30% increases in profitability.

Use research for marketing to surmise profitability rates – and save a fortune

Not only does research for marketing help to increase your response, it can help you to avoid making expensive mistakes. That’s because this form of research can be used to surmise the effectiveness of a communication even before you have to make a commitment and put into production. This type of pre-testing of creative styles and messaging can save not only money but effort and may provide rigorous Womens Corey Coleman Jersey , metrics to convince others that things need to change to ensure increased profitability.

A free booklet on market research is available to all marketing professionals who wish to improve their response rates from espconsultancy

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