What we know about researching consumers

This article provides marketers with information and guidance on researching consumers.

Key topics in this paper include:

  • Finding insight, including the tools and teams you need for success.

  • How to gather and use insight, including online research, neuroscience, ethnography and social listening.

  • Using pre-testing to gauge creative success, including the predictive powers of pre-testing research.

  • Testing creative in market, including how to determine the on-going effectiveness of ad campaigns.

  • Finding the consumer in big data, including the need for a data-driven culture throughout a company.

Insights, in marketing parlance, are predictors of consumer behavior. And an insights practice involves, on one end, research into the customs...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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