“Research is also vital for shaping and testing messages and making sure they fully resonate with the intended audience, as well as for competitive analysis. In addition, research also supports the marketing strategy and provides insight into the marketing channels that will have the greatest impact in reaching prospects. While research requires an upfront investment, the ROI is much greater as it guides how dollars are spent and provides a method for measuring efforts and strategies over time.”
— ALISA VALUDES WHYTE, SENIOR PARTNER/CEO, MERRITT GROUP
CHALLENGE: As marketing budgets continue to shrink, it is important to know that every dollar spent will have a return. But assessing the ROI for marketing efforts can feel like taking a stab in the dark: How do you really know if your marketing is effective and how it translates into measurable ROI?
SOLUTION: Third-party measurement and message testing are two key ways to assess the return on your marketing efforts. Whether you need to gauge overall attitudes and awareness, or the efficacy of specific messages, understanding what will resonate with your target audience is crucial. Third-party research can determine the appeal, credibility relevance and resonance of marketing messages to evaluate impact and effectiveness. This type of market perception research can also identify key sources of information and channels necessary to deliver your message to your target audience. Applying insights from this type of research results in clear direction ensuring every dollar spent will generate returns.
- Market Perception Research: Assessing the market perception of your products and services is a great way to quantify the penetration, impact and effectiveness of a campaign. It can also help you assess the strengths and weaknesses of your image relative to the competition. This custom, primary research reveals proprietary information your competitors may not have, giving you a competitive advantage.
- Message Testing: For marketing to be effective, the right message has to be delivered to the right audience at the right time. Message testing helps ensure that you hit all three of those goals in your campaign.