Four out of five dentists surveyed recommend a certain kind of gum for their patients who chew gum. Sound familiar? That famous line from a long-ago TV spot was learned through quantitative research. Through a variety of methods - online, phone or written surveys, for example - we can ask insightful questions to garner data that can help shape a campaign. These numbers can be used in a variety of ways. We can gauge awareness of your product before and after a campaign, for example. Or we might learn an impressive statistic that could be called out in your advertising. Our experienced research team not only conducts the studies but also provides the useful analysis afterwards.
In addition to the data learned through quantitative research, it is often helpful to couple that with qualitative research to learn more about the emotional impact of what is being tested. What do you like and why? How does that make you feel about a company? Would you buy that product and why? These types of questions are often answered through one-on-one interviews or in small focus groups. Then the responses can be examined, analyzed and interpreted into recommendations for brand strategy and tactics. The insights also help us better understand the target market so we can make sure our communications pieces speak to them effectively.
Research certainly isn't isolated to the up-front part of a campaign. We use analytics throughout a campaign to constantly test and measure what tactics are working and what could use improvement. Read more about testing and measuring.
A website can do more harm than good for your business if it isn't designed to meet the goals of your users. That's why user research is such a critical component of every website we create. Web research can be accomplished by talking to potential users over the phone or by actually observing them while they attempt to accomplish tasks we ask them to do. Read more about user research and usability testing.