Download pdf - ADVERTISING DEVELOPMENT & QUALITATIVE RESEARCH by RI

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ADVERTISING DEVELOPMENT AND QUALITATIVE RESEARCH

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Qualitative Research = many different techniques potentially involved

Research International Qualitatif special toolbox includes different types of approaches at different stages of advertising development

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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 people’s

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

territories

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Development stage

Research International Qualitatif’s exclusive Concept Factory approach

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THE CONCEPT FACTORY : KEY PLAYERS

"Problem owner" (Marketing)

"Development task force"

(Mktg, R&D, Adv.,

Research...)

"Facilitator and Scribe"

(RI Qualitatif)

Consumers Consumers

Consumers


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"THE CONCEPT FACTORY"

Development

Strategy

Innovation

Idea

Generation

Concept

Development Mix Development

Quantitative

Screening

CONCEPT

CLINIC MIX CLINIC

MICROTEST

1

CONSUMER

IMMERSION

INTERACTIVE

INNOVATION

ADVERTISING DEVELOPMENT AND QUALITATIVE

RESEARCH

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The advertising concept definition

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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 project's specific objectives


RESEARCH

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1. CONSUMER IMMERSION (Task force members assisted by RESEARCH INTERNATIONAL

QUALITATIF)

Interviews in homes

Observation in homes/point of sale

Debriefing session

II IDEA GENERATION


RESEARCH

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2. INTERACTIVE INNOVATION :

Objective :

How to invent big ideas ?

How to solve tough problems ?


RESEARCH

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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


RESEARCH

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INTERACTIVE INNOVATION : Basic sequence

Planning

Set Climate

Define Problem and position session

GENERATE IDEAS

Select ideas for balanced assessment

BALANCED ASSESSMENT/SOLUTIONS

Establish next steps

(with problem owner)


RERESEARCH

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INTERACTIVE INNOVATION : Process

TASK

DISCUSSION

BALANCED

ASSESSMENT

ADVERTISING DESIGN AND QUALITATIVE

RESEARCH

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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


RESEARCH

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The advertising concept development :

Concept Clinic

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TURNING IDEAS INTO ADVERTISING CONCEPTS

Objective :

To translate a rough marketing idea into a clear and understandable meaning for consumers.


RESEARCH

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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.


RESEARCH

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Concept Clinic

Piloting concept development

Communication

Developmental research

NOT A TEST

ADVERTISING DEVELOPMENT AND

QUALITATIVE RESEARCH

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Why a Concept Clinic? Classical steps of concept development

STEP 1 STEP 3 STEP 2

Idea Generation

Concept

Test

Marketing/Agency Consumer

Research International

CONSUMER

NOT TAKEN

INTO ACCOUNT

POTENTIAL

MISUNDERSTANDINGS

WITH CONSUMERS'CODES

Verbalisation Concept

Development

Marketing/Agency

INVOLVES INVOLVES


RESEARCH

INVOLVES

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Concept Clinic : Basic principle At step 2 : Concept development

Consumers

Marketing/Agency

CONSUMERS

IMMEDIATELY

TAKEN INTO

ACCOUNT

R.I. Qualitatif


RESEARCH

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Concept Clinic : procedure

ON-GOING DEVELOPMENT

Optimisation

Finalisation

On-going analysis

Qualitative fieldwork

Consumers + Client +


RESEARCH

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Concept Clinic : method

One day sessions Short individual interviews

Mini-groups (3 - 4 participants) (1h à 1h30)

Classical and projective techniques

Spontaneous reactions-associations rather than evaluation

ADVERTISING DEVELOPMEN AND QUALITATIVE

RESEARCH

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Concept clinic: techniques

Consumer as a partner for improving the concept

Free associations

Description to a friend

Complete sentences

“A .................which is new because ....…”

”A .................which would be liked by ........…”

“A ..................which would not be liked by …”

BrandSight Galleries (Core Values)


RESEARCH

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Concept Clinic : when to use it?

At an early stage of development :

A large number of concept ideas

After an idea generation session

After various concepts are gathered from various countries

Difficulties in formulating a concept, several variants are possible.

Visual variants of an advertising concept.

Concept translation problems


RESEARCH

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BrandSight Gallery

Adding Value

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Core Values

What is it? BrandSight Gallery

Battery of visual projective stimuli which trigger

homogeneous associations, sensations and feelings

all over the world

20 visuals: earth, air, fire, water

Unique RI tool:

• International

• Standardised

• Validated

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Core Values

What do you measure?

BrandSight Gallery

Heritage, destiny, values

Signs & symbols

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Core Values

Analysis Model

BrandSight Gallery

identification

rejection

dynamic static

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Core Values

Analysis Model

BrandSight Gallery

identification

rejection

dynamic static

A1, K16, K17, K20

A2 K7, J1, K2

K4, K5

H2 K1, K18

I 2, K13 K6 , K14

C2

K14 K10

G1

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I2

A1

K5

K14

J1

A2

K6

K16

K1

C2

K7

K17

K2

G1

K10

K18

K4

H2

K13

K20

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rejection

dynamic static

identification

BrandSight Gallery Core Values

Sony

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rejection

dynamic static

K10

identification

Core Values

Samsung

BrandSight Gallery

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IV. MARKETING MIX DEVELOPMENT

The Mix Clinic


RESEARCH

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Mix Clinic

Developing and optimising the mix of a promising concept.

. Product features

. Communication

. Claim

. Packaging

. Branding

. Position in a range


RESEARCH

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Mix clinic

Key players : Problem owner

Task force : Marketing

Pack design

R & D

Advertising (creative)

Market Research

+

Consumers

R.I. Qualitatif as facilitators & consultants

+

+


RESEARCH

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Mix clinic

Principle : interaction

Consumer

Groups

Observing

Analysing

Refining

Optimising

Final Mix


RESEARCH

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Step 1 : . Group discussion (7 to 9 participants)

Consumers develop their «own» optimum mix.

. Team of experts observe / analyse

. Each expert focuses on own subject / task.

Step 2 : . Brainstorming (Interactive Innovation) with client task

force

. Summary of consumer feed back and expectations.

. Each expert presents specific recommendations.

. Decision on changes of stimuli.


RESEARCH

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Mix Clinic

Techniques : - Free Associations

- Analogies

- User profile

- Role playing

- Agency game

- Reactions of competing brands

As well as

- Likes & dislikes

- Recommendations


RESEARCH

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Mix clinic

Cost and time savings

Improved effectiveness through collective teamwork.

Optimisation of the mix through active and instant participation of competent decision makers.

Detailed understanding of the overall proposition and its consumer implications.

Time and cost savings through intensity, and pressure on achieving the optimum mix before session is over!

Consolidates the RIQ - client partnership


RESEARCH

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V. CLASSIC APPROACHES

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Qualitative Pre-test (involving consumer)

Different Techniques different objectives

Extensive/ Creative Groups explore and improve/fine tune/finalise

Interviews (individual or any other option) understand and finalise

Focus Groups explore and understand

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Qualitative Pre-test

(not involving consumer)

Semiotic Analysis

Lexical/Semantic Analysis

Transactional Analysis

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RESEARCH INTERNATIONAL’S OVERVIEW OF ADVERTISING DEVELOPMENT

Advertising

strategy

1

Idea

Generation

2

Campaign

Development

3

Production

4

Pre Test

5

Launch

6

Concept

board

Story

board

Concept Clinic

Mix Clinic

Animatic

QUANTI

CRA

QUALI

Mix Clinic

Qualitative

PUBLITEST / CRA

PREVIEW

Quantitative

INTERACTIVE

INNOVATION