by Terra L. Fletcher

Created on: August 31, 2010

Processing Research Information for an Advertising Campaign

You started with an outline to stay organized and manage your time. You’ve searched for information about the company, consumers, and the market. You’ve studied the product and the competition. You’ve accumulated information and are well on your way to building a solid foundation.

Now what do you do with all that data?

Gathering information is only a small part of the task. The next step is processing the information from your advertising research. First, you will want to adopt a competitive attitude. You will want to provide advantages for the people working on the marketing communications plan. In the competitive marketplace, a copywriter’s approach must stand out from the competition. Media planners look for unique and special opportunities to deliver selling messages. Buyers look for efficient ways of sending the message. Researchers need to be creative and competitive.

How do you know when you have enough information?

You may have stacks of papers and countless files on your flash drive. You don’t have enough information unless what you can provide is better than what the competition is receiving. In mature categories most sales increases come directly from the competition’s market share. Competitive researchers must provide the team with an edge - by providing current, comprehensive, insightful information.

Analysis versus Description

General searches waste time. Descriptive information tells people what they know or could easily find. An analyst goes a step further, breaking down background information into components. They examine nature and function of topics to be analyzed and the interrelationships.

“Insight” not “in Sight”

Descriptive analysis simply put the information “in sight” of the viewer. Even comprehensive descriptive analysis leaves the reader with the burden of finding value or meaning in the information. The key to good research is by interpreting the info. Providing “insight” comes after understanding of the inner nature. This means going beyond identifying prospects and competition. It answers the question why consumers buy the brands they do.

Consider a frugal housewife that clips coupons and drives out of her way for good sales. One may presume that she is motivated to save money. This may be true, but why? Is it more about the money or is it about re-affirming her value as a thrifty homemaker? For do-it-yourselfers, is it about saving money or proving that they are smart enough to take on the challenge themselves?

Often it is an obscure or secondary reason that really motivates a consumer to buy the way they do. To provide truly valuable information it would be wise to dig deeper.

Before you begin your research you should know what you are looking for. Work from an outline to organize and manage your time. When you’ve met your goals and objectives consider what information can provide a competitive advantage. Consider the nature and motivation behind behavior, and the interrelationships between pieces of information. Then your research will prove to be truly valuable.

Learn more about this author, Terra L. Fletcher.
Click here to send this author comments or questions.