STRATEGIC

RESEARCH

REPORTED BY: Nicolas Maria G. Castro Jr.

THE QUEST FOR INTELLIGENCE
AND INSIGHT
 MARKET RESEARCH

Compiles information about the

product, the product category,
competitors and other details of
the marketing environment that
will affect the development of
advertising strategy.
 CONSUMER RESEARCH

Identifies people who are in the

market for the product in
terms of their characteristics,
attitudes, interests, and
motivation.
ADVERTISING RESEARCH

Focuses on all the elements of

advertising, including message
development research, media
planning research, and evaluation,
as well as information about
competitors’ advertising.
 STRATEGIC RESEARCH

Uncovers critical information

that becomes the basis for
strategic planning decisions for
both marketing and marketing
communications.
 MOST BASIC CATEGORIES OF RESEARCH

• Primary Research • Secondary Research

• Information that is collected for the first • Background research that uses available
time from original sources published information about a topic.
 BASIC CATEGORIES OF RESEARCH TOOLS

• Quantitative Research • Qualitative Research

• Delivers numerical data such as number of • Provides insight into the underlying reason
users and purchases, their attitudes and for how consumers behave and why.
knowledge, their exposure to ads and other
market-related information.
• Characteristics:
• Large sample size, typically from 100 to
1,000 people
• Random sampling
THE USES OF RESEARCH
 MARKET INFORMATION

• Formal research used by the marketing department for

strategic planning is called marketing research.
• Includes everything a planner can uncover about consumer
perceptions of the brand, product category, and
competitors’ brands.
 CONSUMER INSIGHT RESEARCH

• Determines what motivates people to buy a product or

become involved in a brand relationship.
 MEDIA RESEARCH

• Helps with the media selection decision.

• Gather information about all the possible media and
marketing communication tools that might be used in a
campaign to deliver a message,
 MESSAGE DEVELOPMENT RESEARCH

• Read all the relevant secondary information provided by

the client and the planners to become better informed
about the brand, the company, the competition, the media,
and the product category.
• Combination of consumer insight research and media
research
 EVALUATION RESEARCH

• Evaluation for an advertisements’ effectiveness both before

and after it runs as part of a campaign
RESEARCH METHOD USED IN
ADVERTISING
 RESEARCH METHOD USED IN
ADVERTISING

BACKGROUND RESEARCH CONSUMER RESEARCH

• The brand experience • Survey research

• Competitive analysis
• Advertising audit
• Content analysis
• Semiotic analysis
• Customer contact conversations
• In-depth interviews
• Focus groups
• Observation research
• Ethnographic research
• Diaries
-END-