The Need
Before activation and creative ideation, we need a robust strategy to guide it. And to build a strategy, we need relevant and actionable data. For our marketing efforts to have the right impact (and to better sell it in), we need to answer critical questions about what our audience cares about, where we reach them, how to change their behaviours, where we currently are perceived and where we want to go.
The Method
Identifying the most relevant and appropriate sources to compile the data that matters. Whether classic qualitative and quantitative surveys or the latest AI-based analytics tools, we advise on the best way to get the answers needed, and always provide actionable recommendations and key takeaways. Activities include:
- News and social media conversation analysis (by brand, audience and/or category topic)
- Qualitative interviews (video, phone, behavioural, etc.)
- Quantitative surveys
- Market and audience segmentation
- Web traffic and Search analytics
- Social and digital content audit
- Competitive associations and messaging analysis
- Competitor identification from audience perspective (not just category)
- Influencer identification
