Market Research Improves Your Message
AcuPOLL is a Leading Marketing Research Firm
Listen to our featured Ask Those Branding Guys radio show podcast: AcuPOLL Precision Research
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed market research and how it can benefit your marketing strategy.
Joining us on the show was Jeff Goldstein, President of AcuPOLL Precision Research. AcuPOLL has conducted research across more than 35 developed and developing markets and is focused on providing greater clarity for better decisions in innovation. AcuPOLL helps clients discover, evaluate and improve new product ideas through online and in person research.
In the past 10 years market research changed dramatically. Data collection methods are moving toward more mobile and passive monitoring of data that tracks consumer behavior. Changes in cognitive science are impacting the approach to research as it reveals motivation for people to make a particular choice may vary widely.
In marketing today Millennials comprise a large group in many categories. In other areas Baby Boomers are still the strong market. This means that you may have to look at more segments in your research to ensure that you are obtaining data for the groups you are interest in.
Using a technique called Qual/Quant, AcuPoll recently worked with Nestle to make decisions around which Butterfinger commercial would run during the Super Bowl. The goal was to determine which of several campaigns were engaging to the audience and choose the one that should be pursed. As a result of this research, Nestle aired an ad called “Bolder Than Bold” which consumers found quirky and entertaining.
Jeff’s branding tip: get the strategy right – define what you need at point of entry, and then determine what differentiates you in the market. It is also important to drive success with the audience that is passionate about your product. Lastly, don’t skip on the execution, memorable visuals or taglines can last forever.
Enjoy the show.
Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2016 Once a Day Marketing™. All rights reserved.
Filed in: 7Ps of Marketing • Knowledge • Positioning (Bonus) • Process • Promotion • Strategy • Tactics
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