Transcript HN Marketing Research

HN Marketing Research
Research influencing advertising
Tutor: John Heuston
[email protected]
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Premise: Research underpins
advertising. Why, though?
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Research cuts out the gamble in
advertising
Research is used to discover a
definite objective
Research discovers the quickest way
to that objective
Research makes advertising (and by
extension, marketing) measurable
and manageable
Research provides ‘legitimacy’ to
common-sense
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The Marketing Concept
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You have all done Introduction to
Marketing in first year?
Identify needs and wants and try to
satisfy them profitably
It’s that word ‘identify’
Advertising is (partly) trying to affect
behaviour, not just increase
awareness – the emphasis is on
results, not on the things (ads,
brochures)
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More…
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Part of Marketing suggests that
businesses are under the control of
consumers
Using marketing research
techniques, marketing people are
able to know their consumers by
backing everything up with statistical
evidence.
In other words:
DON’T shoot first (promote), ask
questions (research) later
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But …
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Surely advertisers deal with ‘masses’
not individuals – millions not singles?
Yes, but we try to clarify and position
consumers to measure the things
they have in common, to target
advertising and to measure and
predict(!) human behaviour
Essentially what advertisers look for
then is an ‘essence’ – what makes
the consumer tick – a single
measurable reason for motivation
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Also..
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The main reason is money
Advertisers want (need) to know their
money is being spent wisely
Matching brand’s potential customers with
media usage
Research provides a yardstick by which
advertisers can measure the value for
money for their spend
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1. Demographics
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Occupational class, age, gender (or ‘sex’ if
you prefer), and region to indicate
behaviour
It’s a case of ‘more likely’
A – Upper middle class
B – Middle class
C1 – Lower middle class
C2 – Skilled working class
D – Working class (unskilled, manual)
E – Lowest subsistence levels
(static markets, changing work patterns
and status, suggests nothing)
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Motivation
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1. Freudian –
repressed
motivations
within hidden
needs and
desires
2. By biological,
psychological
and social
needs –
developed by
Maslow (1954)
Self-actualisation
Self-esteem
Belonging
Safety needs
Physiological needs
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Meaning …
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The personality of the consumer is
drawn up and matched by a
personality for the brand – a ‘brand
image’
Eg, Unilever in 1960 used a naked
woman – meaning? The brand was
for ‘all woman’ – she is me
So the idea is that a person matches
her or his own personality to that of
the brand, or the person in the ad
www.unilver.com
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Psychographics
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Values Attitudes and Lifestyles (VALs), eg
‘nest builder’ stays at home, tends the
garden, security – so susceptible to …
Replacement of product differentiation with
‘consumer differentiation’
Products and services to try and match the
attitudes, personalities and values of the
researched consumer – so aim at lifestyle,
self-image
Government anti-drug campaigns early
80s)
Why do this – to make them stable and
measurable
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Lifestyles
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Generation X
(Don’t know what they want and don’t care
– no responsibility or commitment)
Innovators
Followers
Empty nesters
Joiners
Struggling poor
Resigned poor
Complainers
Do-gooders
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But..
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They are too static
You are more than one
Is there a ‘typical consumer’?
Is there a ‘typical brand’?
Most people buy most brands at
some time or another
Must I have a break to have a
Kit-Kat?
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Sagacity
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Combination of demographics,
lifestyle, media usage, income, lifestage
1. Dependents
(adults not heads of household)
2. Pre-family
3. Family
4. Late
Used by banks and financial
institutions
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Geodemographics
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Where you ‘choose’ to live reflects the type
of person you are – similar outlook,
spending patterns
One is ACORN (A Classification of
Residential Neighbourhoods) by lifestyle,
demographic and lifestage
Eg – C18 = urban neighbourhoods, rented
accommodation, flats, no kids or pets, high
phone bill, wine drinker
Used by door-to-door leafleters, FMCGs
Compiled from census data, electoral roll,
county court judgements, postcode data
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Users and buyers
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Are they the same?
NRS 1999 – women are the biggest
household buyers by 2:1 www.nrs.co.uk
70% of watches, 90% of toys bought as
gifts
Pester power for toys, parent for
underwear – so the question is ‘who makes
the decision?’
1985 – 8% of Guinness drinkers account
for 35% sold
So should we use a ‘spray and pray’
shotgun approach, in the hope the market
settles down?
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Basically…
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… Advertisers want to be told that if
A is done, B will happen. Or at least
the range of possibilities will narrow
– or, I will mis-spend some but not all
money
Forget this:
‘New products are launched because
you think there is a need for it. You
research the campaign to see how
well it goes and who is buying it.
None of the things we have
developed are due to research. They
were research-supported’
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Established surveys
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1. Social trends (government)
2. NRS www.nrs.co.uk
3. TGI www.bmrb-tgi.co.uk (yearlong survey matching brand
purchase to media habits – how
many C1s eat muesli (penetration) –
how many muesli eaters are C1
(profile) – to form outlook groups –
trendies, social spenders, pleasure
seekers, moralists, independents,
working class puritans – also has
YouthTGI
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Quantitative research:
(Demographics, users and lifestyle)
Composition and size of consumer
markets through opinions and buying
habits
Qualitative research:
Interpretation, views and opinions
Why bought, not just how many,
quicker, cheaper
Looking for tendencies to predict
behaviour patterns – able to assert
that sets of consumers are ‘more
likely’ to do certain things than others
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Qualitative research
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1. Focus Group – 2. 1-2-1 depth
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Focus group
90 minutes, 8 interviewees, run 8 for a
cross-section – why and how they use the
brand, feelings, attitudes, values, language
they use – use general questionnaire to
help, context in which brand is consumed –
videoed, taped – most important factors in
buying – ie, price, value for money, ‘me’,
image, status, colour, taste, parts, safety,
reliability
But people lie – so ‘method-acting’ comes
in – for Empathy
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Qualitative
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One-to-one Depth interviewing
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Freudian – remember – is about the
subconscious, so it follows that some
people may hide their true feelings – they
can be brought out one-to-one – (eg,
lager is not the taste) – if this car was a
person, etc – drawings, acting, photo
sorting
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Mapping the consumer
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Research is used to try and narrow the range of
possibilities, rather than eliminate uncertainty
altogether. Quite apart from advertisers wanting to
feel secure in not wasting their money, marketers
also want to feel secure in how they are spending
the money that they are able to read behaviour and
predict the future.
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What we are talking from ‘research-underpinned
advertising’ is those most likely, those predisposed
to buy and use. We are looking for typical
consumers, people who will act in a predictable and
manageable way.
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You’ve bought before? You will buy again
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You behave like he who does? You will buy like him
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Real example: Heinz Soup
Cup Shorts
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Promotion: Metro newspaper 1/11/04
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Heinz Soup Cups. Real Soup on the
Go
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‘Grab your soup, sandwich or salad
and watch entertaining short films
bristling with originality, creativity,
style and wit. Essential viewing while
eating.’
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Heinz Soup Cups Shorts
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‘Are you always on the go? Only a
few minutes to sit down at your PC
and enjoy your lunch? Staring at the
screen, searching for some kind of
entertainment? Go and log on to
‘Heinz Soup Cup Shorts’ at
www.heinz.co.uk/soupcupshorts for
a month of entertaining short films.
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Heinz Soup Cup Shorts
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‘So to make lunchtime a bit more exciting,
Heinz launched a nationwide short film
competition back in September, inviting
short film entries on the theme of ‘Go!’
Heinz had entries, ranging from film
schools and universities, to wannabe film
makers from all industries across Britain.
Each film runs for up to 7 minutes in length
and the best entries have been chosen and
will be played leading up to Christmas, to
entertain the nation during its lunch break.
The winning entry will be selected by a
panel of judges whose decision will take
into account audience feedback.’
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Heinz Soup Cup Shorts
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‘Independent research states that on
average, office workers are now just
taking 7 minutes for their lunch break
and it’s usually at their PC. Lunch
consists of a sandwich or a quick
snack, like soup, whilst surfing the
internet!’
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This advertisement feature was ALL
research-based!
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Assignment – find more examples …
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