ADVERTISING DEVELOPMENT & QUALITATIVE RESEARCH by RI

  • View
    409

  • Download
    2

Embed Size (px)

DESCRIPTION

ADVERTISING DEVELOPMENT & QUALITATIVE RESEARCH by RI

Text of ADVERTISING DEVELOPMENT & QUALITATIVE RESEARCH by RI

  • 1. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCHChart 1
  • 2. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Qualitative Research = many different techniques potentially involved Research International Qualitatif special toolbox includes different types of approaches at different stages of advertising development Chart 2
  • 3. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Pre-development stage UNDERSTANDING the market place situation consumer interview (groups, interviews, triads, etc.) in order to understand the key issues involved in the product category and the key players in the market consumer observation in order to understand peoples emotional and rational involvement in the category semiotic analysis of competitive universe advertising strategy: in order to understand the current positionings and identify new/potential brand territoriesChart 3
  • 4. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Development stage Research International Qualitatifs exclusive Concept Factory approachChart 4
  • 5. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH THE CONCEPT FACTORY : KEY PLAYERS "Problem owner" (Marketing) Consumers Consumers "Development task force""Facilitator and Scribe" (Mktg, R&D, Adv., (RI Qualitatif) Research...) Consumers Chart 5
  • 6. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH "THE CONCEPT FACTORY" InnovationDevelopment Concept Quantitative Idea Mix Development Strategy Development Screening Generation CONSUMER IMMERSION CONCEPT MICROTEST MIX CLINIC CLINIC 1 INTERACTIVE INNOVATION Chart 6
  • 7. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH The advertising concept definitionChart 7
  • 8. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH I. DEVELOPMENT STRATEGY Precise definition of company objectives Set up of a development task force (Marketing, R&D, Advertising, Market research, other experts) Presentation of development projects specific objectives Chart 8
  • 9. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH II IDEA GENERATION1. CONSUMER IMMERSION (Task force members assisted by RESEARCH INTERNATIONAL QUALITATIF) Interviews in homes Observation in homes/point of sale Debriefing sessionChart 9
  • 10. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH 2. INTERACTIVE INNOVATION : Objective : How to invent big ideas ? How to solve tough problems ?Chart 10
  • 11. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH INTERACTIVE INNOVATION : Principles Intensity and enthusiasm Focus on process versus content, and on the concepts of facilitation and interaction Temporary replacement of individual goals by collective goals Separation of idea generation from idea evaluation Specific idea generation techniques that encourage lateral thinking Re.introduction of the "positive super-critical" to turn ideas into solutions Chart 11
  • 12. ADVERTISING DEVELOPMENT AND QUALITATIVE RERESEARCH INTERACTIVE INNOVATION : Basic sequence (with problem owner) Planning Set Climate Define Problem and position session GENERATE IDEAS Select ideas for balanced assessment BALANCED ASSESSMENT/SOLUTIONS Establish next stepsChart 12
  • 13. ADVERTISING DESIGN AND QUALITATIVE RESEARCH INTERACTIVE INNOVATION : Process TASK DISCUSSION BALANCED ASSESSMENTChart 13
  • 14. ADVERTISING DESIGN AND QUALITATIVE RESEARCH WHY INTERACTIVE INNOVATION WORKS ? Cross fertilization/stimulation of multiple minds Concentrated focus within a limited time span reduces drift Ideas are protected from premature evaluation idea building by participants Group enabling creative techniques generate richer, less conventional ideas Balanced assessment (Positive super critical) transforms ideas into actual solutions Chart 14
  • 15. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH The advertising concept development : Concept ClinicChart 15
  • 16. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCHTURNING IDEAS INTO ADVERTISING CONCEPTS Objective : To translate a rough marketing idea into a clear and understandable meaning for consumers. Chart 16
  • 17. ADVERTISING DESIGN AND QUALITATIVE RESEARCH CRITERIA FOR EFFICIENT CONCEPT WRITING A concept, NOT a finalised communication A description, NOT a selling argumentation A clear message, NOT ambiguous Consumer semantics, NOT marketing, advertising or R&D semantics Visual can add to verbal Visual cannot replace verbal A description, NOT an intimidation A description NOT an order A description, NOT a threat. Chart 17
  • 18. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Concept ClinicPiloting concept development Communication Developmental research NOT A TEST Chart 18
  • 19. ADVERTISING DESIGN AND QUALITATIVE RESEARCH Why a Concept Clinic? Classical steps of concept development STEP 1 STEP 2 STEP 3 Idea Verbalisation Concept Concept Generation Development Test INVOLVES INVOLVES INVOLVES Marketing/Agency Consumer Marketing/Agency Research International CONSUMER POTENTIAL NOT TAKEN MISUNDERSTANDINGS INTO ACCOUNT WITH CONSUMERSCODES Chart 19
  • 20. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Concept Clinic : Basic principle At step 2 : Concept development CONSUMERS IMMEDIATELY Consumers TAKEN INTO ACCOUNTMarketing/Agency R.I. Qualitatif Chart 20
  • 21. ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH Concept Clinic : procedure Qualitative fieldworkConsumers + Client + On-going analysis ON-GOING DEVELOPMENT Optimisation Finalisation Chart 21
  • 22. ADVERTISING DEVELOPMEN AND QUALITATIVE RESEARCH Concept Clinic : method One day sessions Short individual interviews Mini-groups (3 - 4 participants) (1h 1h