by Terra L. Fletcher

Created on: June 15, 2010   Last Updated: July 26, 2010

Consumer Analysis: Using Consumer Analysis to Improve Ad Effectiveness

A persuasive, memorable message is developed from a keen understanding of people. According to the book “Advertising Campaign Strategy” by Donald Parente the five basic questions asked in a good consumer analysis are as follows.

Who are the consumers?

What characteristics do they have in common? Prime prospects are previous customers. This group may share similar characteristics, but other factors that determine past usage may be more difficult to pinpoint. The simplest way to predict future usage is to look at past consumption. The best place to fish is “where the fish are biting” (not necessarily “where the fish are”).

      2.     How do they use the product?

Where and when do consumers use the product? Detailed product usage information can be found in “Simmons Study of Media and Markets” or through Mediamark Research, Inc. This comprehensive and objective information will show brand usage, products, and services in some 800 categories, according to demographic characteristics.

A look at current users of a given product will help define or delineate a market segment that will become the target market of the campaign. Please be advised, however, the targeting decision should not be made until all analyses are completed.

When and how often consumers buy should align with advertising. Consider the purchase cycle and seasonality of a product when scheduling ad impressions. Such information can be found from AC Nielsen’s or IRI’s product usage audit. Trade articles and industry associations may also provide useful information.

      3.     What motivates consumers to buy?

How do they think or feel about buying things? How do they view the generic product verses the brand? It is easier to determine motivation when you have identified current users of the products. What is their psychological makeup and what factors influence them? Consider how they think and feel about the product as well as how they use it. Use this information to determine the campaign’s problems and opportunities.

      4.     What do consumers look for in a product?

What are their needs, wants, problems, and interests? In these questions the focus changes from “what consumers think and feel about a product”

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