Research&Analytics:ConvertingDataIntoBrandROI

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Wegotourstartin1986,thesameyear

Oprah’sshowdebutednationally,PixarAnimationwasfounded,andHalley’sComet

waslastvisibleonearth.

We’vespent30+yearsdiscoveringconsumerstories.

We’vedoneworkformorethan4,000clientsaroundtheworld,including1/3oftheFortune500.

Wewerearoundwellbeforetheinternetbecameathing,andweusedourexperienceinin-personresearchto

developour3industry-leadingtechnologyplatforms.

Wehavefocusgroupfacilitiesin3uniquemarkets– andtheyservemorethan300poundsofM&Mseachyear.

Wehaveourownpanelofmorethan640,000respondents,equivalenttothepopulationofWashington,DC.Thepanelwasbuiltspecificallyforqualitativewhichmeansourrespondentsarethemostengagedandarticulateyou’llfind.

Everyyearwerecruitnearly30,000participantsforstudiesonlineandin-person.That’salmostenoughpeopletofillFenwayPark.

Research101

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PrimaryResearchFirst-handdatacollection

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PrimaryResearchFirst-handdatacollection

Research101

SecondaryResearchUseofexistingdata

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Research101

QuantitativeResearchTheWHAT

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Research101

QuantitativeResearchTheWHAT

QualitativeResearchTheWHY

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HybridResearchAcombinationofapproaches

Research101

QuantitativeResearchTheWHAT

QualitativeResearchTheWHY

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PerceptionsofResearchWhatdomarketingandcommunicationprofessionalsthink?

Researchiscomplex andtakestoolong.

Ifit’sfast,itcan’tbegood.

It’shardtogetfindingsthataretailored.

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BackgroundWhatisdrivingtheneedforresearch?

StakeholdersWhoneedstobeabletousetheresults?

RespondentsWhoaretherightpeopletotalkto?

ObjectiveWhatspecificquestionsdoyouneedtoanswer?

GoalWhatdecisionwillithelpyoumake?Whatbusinessproblemwillitsolve?

HowtoMakeSureYourResearchIsImpactful

CaseStudy:CustomerExperience

Understandinggapsintheuserexperience.

• Educationalsoftwarecompany

• Highattritionforonlinetutoring

programdespitepositivefeedback

• Qualitativejournalsandwebcam

interviewdebriefs

CaseStudy:CreativePitch

Understandingthetargetaudiencetoinformcreativedirection.

• Marketingcommunicationsagency

• Preparationsfornewbusinesspitch

• Onlinediscussionwithmulti-media

activities

CaseStudy:Message&ConceptTest

Pushingtheenvelopewhileremainingtruetobrandvalues.

• Nationalnon-profitorganization

• Nationwidebrandcampaign

• Hybridquant+qualapproach

CaseStudy:BrandPerception

Gaininginsightintoupandcomingcompetition.

• Majorsportinggoodsbrand

• Losinggroundtocompetitor

• Textanalyticstouncoverdistinctions

betweenthebrands

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Research,Uncomplicated.heather.ball@2020research.com|615.724.5275|2020research.com