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” to “what they would like the product to do for them”. The most effective advertising comes from interpreting the want-satisfying qualities of the product in terms of the needs or wants of the consumer. Primary purchase reasons are satisfaction of needs or wants, solving problems, curiosity or interest, and an affinity for the brand or its advertising.
5. How do consumers look at life?
What are their values? What do they like? What are their daily routines? How does the product fit in? How are they influenced by others? Looking at the aspects of a consumer’s lifestyle that directly affect the way they use a product will yield the most helpful results. Researchers try to simulate the actual purchase decision for a particular product. They go to a consumer’s environment, observe behavior, and ask questions. A researcher looks for clues and relationships. They try to think like a consumer, but interpret like an analyst.
If you know who your consumers are, how they use your product, what motivates them to buy, what they look for in a product and how they look at life – you will know how to market to them. A detailed consumer analysis will help you craft a marketing communications campaign that will increase sales.