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| taken from Bing.com Images |
Branding, Surveys and Marketing Research
Modern research for advertisers and brands inquire a long list of possible ways to get the information that they need. Surveys, Internet search engines, focus groups and test markets are just a handful of different ways to research how a company’s products are currently capturing consumers attention or how to catch that attention in the future with new products.
Experian Simmons is a large multimedia research company that specializes in marketing. According to the book “Advertising Strategy: Creative Tactics from the Outside/In,” Simmons can research just about anybody. They include 8,000 different brands and 400 product categories (1). A quote from their website states, “Experian Simmons brings consumer targets to life with vivid and complete profiles including lifestyles, attitudes, purchase behaviors and media use.” There are many different studies that are on their website as well. One that I thought was interesting was the New Media Study. This focuses on cell phones, television, internet and traditional media such as magazines and radio. The study is supposed to interpret which devices are easier to multi-task with, perceived trust with that product and how effective the brand loyalty to a certain product is (cell phone providers are an example on the website.)(4)
It is amazing to me that you can download a PDF file of studies like the New Media Study and use it right away. It makes marketing research seem very easy. However, I know very well that not just anyone can conduct these experiments and surveys without bias or error.
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| Image taken from BRANDZ website. |
Branding research is another way that organizations can view how consumers are relating to their products and how many are purchasing their products. On our PowerPoint in class, BRANDZ was one of the organizations listed for finding out a company’s brand loyalty. On their website they claim that they link the research of how a product is doing in the marketplace and how people feel about a product. This way of conducting research is supposed to be more beneficial in the future. BRANDZ also focuses on the small group of loyal buyers over the occasional buyer. In their opinion, the small group of loyal buyers account for much more money and that is what a company should strive for.
In 2011 BRANDZ has Apple at the top of their brand value list. Apples brand value is at 125285 million dollars. (2) Other companies that are familiar that fall close behind are McDonalds at the number four spot and Coca-Cola at the number six slot.
Surveys are another way to get information about a company and its products. I Google searched marketing survey research and a thousand different websites pop up. Free surveys, how to design a survey and surveys that you get paid for if you take them are a few of the different headlines. As I mentioned before, I don’t believe that many of these websites are unbiased or have no error. But it is amazing how many different ways you can learn how to conduct a survey just my turning to the internet.
An example of a professional that conducts surveys is Surveys.com.(3) Membership is free and they are a research company that works with people around the world. When you are a member, the website sends you no more than one to three surveys a month. A member is not penalized for not taking part in a survey. Your answers could be part of any company or single person’s research – which I think is pretty cool.
Advertising, new media, marketing and branding research are the foundation to a company’s success. Without it there would be no way to figure out how much potential a product can be.
(1) - "Advertising Strategy - Creative Tactics From the Outside/In"
Tom Altstie & Jean Grow.
(2) - Wikipedia on BRANDZ : http://en.wikipedia.org/wiki/BrandZ
(3) - Surveys.com - http://www.surveys.com/default.aspx
(4) - Experian Simmons - http://www.experian.com/simmons-research/simmons-consumer-research.html
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