Chapter 7 Flashcards
3 parts of the IBP research world
- Developmental advertising and promotion research (before ads are made)
- Copy research (as the ads are being finished or are finished)
- Results-oriented research (after the ads are actually in the marketplace)
Consumer insight
An interpretation of trends in human behaviours which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.
Design thinking
Getting rid of any preconceived notions of what a good or service should actually look like. Guided creative brainstorming that questions convention
Concept test
Seeks feedback designed to screen the quality of a new idea, using consumers as the judge or jury.
Lifestyle research (AIO) what?
Uses survey data from consumers who have answered questions about themselves - advertisers get a pretty good profile of the consumers they are most interested in talking to.
Focus group
a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members - understanding insights, not scientific generalizations. Low trustworthiness as a method.
Projective techniques
Projective techniques seek to get to the subconscious.
Exercises designed to tap consumer emotions & thoughts. Participants are asked to project their feelings and thoughts onto other things. For example: If Coca-Cola was an animal, which animal would it be?. Common projective techniques used include: Sentence Completion, Cartoon Completion, Stereotyping, Brand Personification. Participants are then asked to explain their answers. This ‘why’ question is the important part of using projective techniques, as the projective techniques are designed to release the sub-conscious though rather than to be, in themselves, revealing. Probing is used to try and uncover the real explanations. For example, if a Coca-Cola was seen as a cow, the explanation may be that the respondent sees it as fat, slow moving and uninspiring.
Dialogue baloons
Projective technique - offer customers the chance to fill in the dialogue of cartoon like stories. The story usually has to do with a product use situation.
Zeltman Metaphor elicitation technique (ZMET)
ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions.
Embeddedness of consumption
Consumption practices are tightly connected to social context.
Netnography
online ethnography conducted in a specific manner. It is an interpretive research method that adapts the traditional, in-person participant observation techniques of anthropology to the study of the interactions and experiences that manifest through digital communications
Copy research (evaluative research)
Copy testing is a specialized field of marketing research that determines an advertisement’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media.
Communication test
Seeks to discover whether a message is communicating something close to that the advertiser desired.
Thought listening/cognitive response analysis
What are the thoughts that an ad or a promotion generates in the mind of an audience.
Recognition test
For print - seen the ad before
Recall test
For TV - actual memory of the ad.
Starch Readership Service
The world’s leading ad measurement service.
Starch provides advertisers with proof of advertising effectiveness. The surveys are conducted by means of personal interviews with readers of specific issues of newspapers, consumer magazines, business and professional publications - noted, associated, read most categories.
Explicit memory measures
Meausres and procedures that require the research subject to recall the actual exposure.
Implicit memory
one of the two main types of long-term human memory. It is acquired and used unconsciously, and can affect thoughts and behaviours. One of its most common forms is procedural memory, which helps people performing certain tasks without conscious awareness of these previous experiences.
3 distinct properties of feelings (Michael Pham)
- Consumers monitor and access feelings very quickly - consumers often know how they feel before they know what they think.
- There is much more agreement in how consumers feel about ads and brand than in what they think about them.
- Feelings are very good predictors of thoughts.
Resonance test goal
To what extent the message resonates or rings true with target audience members?
Frame-by-frame tests
Usually employed for ads where the emotional component is seen as key.
Behavioral intent
What consumers say they intend to do.
Primary research
Data that you collect
Secondary research
Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, in which data are collected from, for example, research subjects or experiments.
Strengths of focus groups
- Easier to articulate in real life
- Emotions of the participants are easier to spot
- Data much more nuanced and qualitative
Weaknesses of focus groups
- Peer pressure
- There might be a brand ambassador in the focus group creating a negative attitude towards a brand by other participants.
- People might be selecting though incentives - data might not reflect broader themes.
Development Research - common practices for primary research
♠ Design Thinking ♠ Concept Testing ♠ Audience Profiling ♠ Focus Groups ♠ Projective Techniques ♠ Field Work
Audience Profiling
Research that profiles target audience(s) (e.g., AOI)
Development Research - common sources for secondary research
♠ Brand - data that is available from within a company (marketing strategies, annual reports, revenue)
♠ Government - data generated by the government (population, housing, transportation, demographics)
♠ Commercial - businesses & organizations that obtain and/or repackage valuable data (DDB, Prizm)
♠ Professional Publications - trade specific periodicals and industry-specific journalism/reports.
Judging Research Quality - Reliability
If a research method is “reliable,” it means that it
generates generally consistent, stable, and dependable findings over time
Judging Research Quality - Validity
If a research method is “valid,” it means that the
information generated is relevant to the questions being investigated – in short, that the research actually investigates what it seeks to investigate
Reliability & Validity - what is their importance?
Reliability is a necessary but insufficient component of validity; ultimately research must be
deemed valid to be useful
Judging Research Quality - Trustworthy
Knowing how the data were collected, can we trust the
stories being told by that data?
Judging Research Quality - Meaningful
Hey! … wait a second … are the stories being told by the
data actually meaningful in terms of our IBP challenge?
Misuses of Research
‣ Ask the wrong questions ‣ Use the wrong methods ‣ Misinterpret the results • Generalizations • Representativeness
