Research-Based Marketing

Marketing. What is your message? Who is your audience? What does your audience really care about? What grabs the attention of your audience? All of these questions need to be asked prior to rolling out a marketing campaign. Having a significant and purposeful information-gathering activity will help answer those questions. The following is a three-phase process we use when helping management teams develop the appropriate market research to help make their marketing campaigns successful.

PHASE I: Survey Design
The primary objectives of survey design are to identify the essential information to be gathered from your market and identify the appropriate people to contact in order to obtain that information. A brainstorming session is conducted with the management team to define the desired objectives. During this session, a great deal of awareness-building takes place which leads to a heightened sense of anticipation to see the survey results.

PHASE II: Survey Implementation
After Phase I, a survey is developed and implemented using whatever research method is most appropriate (e.g. telephone, online, focus groups, direct mail, intercept, etc.). Much of the information gathered during the implementation stage provides valuable insight into your market's perception about your organization. This information enables the management team to define key opportunities and threats that exist in their competitive arena that will help to properly aim the marketing campaign.

PHASE III: Analysis and Reporting
DATA à INFORMATION à KNOWLEDGE à WISDOM

These are the four levels that form the basis of our model for effective information-gathering. Intelligent and meaningful interpretation is required beyond simply communicating data. The data needs to be interpreted and converted into easily understood information that will help a management team make confident, smart decisions. This is the job of the research firm. When done correctly, the anticipation that exists among management team members is met with answers that fuel strategy development. The research provides the wisdom needed to guide the organization into the future, with a strong marketing campaign leading the way.

If you are looking for research that can provide insights, ideas, and inspiration for your next marketing campaign, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). We will help you Know More so you can Do More.