Market research and Advertising are two disciplines that have been linked for many years. This relationship is no coincidence. The former focuses on understanding the circumstances that drive consumer and brand decisions. The latter strives to position products and services in people’s interests through communication strategies. Knowing this, it’s understandable that one feeds into the other and vice versa.
Today, we have access to endless data and information about people thanks to new technologies. However, this sometimes increases risk rather than reducing it. We’ve gone from having few resources available to people to having an excess. Therefore, the participation of market analysts appears to be an essential support today. This week, we list four areas where market research supports advertising plans.
Emotions. Humans are sentient beings. Although we are endowed with reason, many of our choices are based on sensations and impressions rather than objective motives. Identifying the feelings and emotions that guide our actions is an area that can be explored in one way or another with market research. Thanks to qualitative techniques, you can name and characterize the impulses that can make your campaign a success.
Interlocutors. Have you noticed that in your medium, the same message can have different receptions depending on whether it’s delivered by one person or another? The same thing happens in advertising. There are a large number of popular personalities in the market who, at first glance, may be the best option to promote your product. However, if you’re not careful and skip prior research on the chosen personality, the result can be unfavorable.
Saturation. Advertising expenditures are often the first budgeted item for many brands. They often rank higher than optimizing the offer itself. At least that’s the impression consumers get when they express their annoyance at increasingly invasive commercial campaigns on social media. The principle of quality over quantity prevails here. Knowing which are the most profitable media and moments will save you from hate and excessive spending.
Messages. The asking is the giving. Just as we’ve emphasized in other posts on this blog that the way you ask a question determines the meaning of the answer, the same logic applies to advertising. You must be very attentive to the codes, tones, and contexts of your target market’s communication. It may seem obvious that a message should resonate equally with all language users, but each group has customs and habits that you should understand and use to your advantage.
While creative teams dedicated to recording, production, graphic design, and writing must focus on the entire process of bringing a good and effective commercial campaign to life, market analysts provide the former with valuable input when previously successful ideas and inspirations have run out. A virtuous cycle occurs when both departments join forces, resulting in increased profitability.
At Acertiva, we can be part of your creative teams by providing you with the ins and outs of the medium. We have over two decades of experience getting to know the people and brands of LATAM. Our analysts and strategic partners are ready to understand your needs and propose alternative solutions. Get their first answers thanks to our free fifteen-minute consultation. This could be the beginning of your next success story.
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