Advertising & Branding Research

  • “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker’s famous quote sums the situation up perfectly; there is no point investing millions in advertising if the advertising is not doing its job.

Advertising Research

Whilst advertising can be extremely expensive if you get it wrong, advertising research and communications testing has an extremely high ROI.

With our advertising market research solutions, you can stop wasting advertising spend and create highly effective advertising with rifle targeting. You can develop a campaign, measure its awareness and track its effectiveness over time.

Our advertising research solutions include the following:

  • Ad concept testing and development
  • Ad effectiveness and advertising tracking campaigns
  • Media usage research

Example of questions we help you to answer:

  • How does your target market gather information on suppliers?
  • Which specific media channels are used when looking for suppliers?
  • What messages and tone have the greatest appeal?
  • How impactful was your campaign in terms of liking, recall, persuasion, impact and effectiveness?
  • How did your advertising campaign affect the purchase funnel: awareness, familiarity, opinion purchase intention, usage?

Branding Research

A brand is an asset. We all accept this. It has long been acknowledged in consumer markets. Yet in business to business markets, brands are frequently treated irreverently.

Our brand research focuses on measuring the brand purchase funnel relative to competitors to understand strengths and weaknesses at different points in the funnel. This will help you to determine where to strategically invest resources to improve conversion, sales and recommendation.

We conduct ad-hoc studies but recommend continuous tracking studies to evaluate and provide guidance on how to improve brand health.

Example of questions we help you to answer:

  • How is your brand currently perceived vs. key competitors?
  • What are the key associations with your brand?
  • How do you perform relative to competitors in the brand purchase funnel: Communication awareness, brand/product awareness, familiarity, interest opinion, consideration/short-list, purchase intention, and usage.

Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.

For more about our research process, click here.

Our B2B Market Research Services

Our B2B market research services can help your company make smarter business decisions by identifying key data and intelligence based on your specific needs.

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