We often use market-specific research to provide a more sharply-focussed picture of the key characteristics of a marketplace. We also draw information and data from broadscale sources including Target Group Index, AGB, Social Trends and Mintel to map historical trends which can form a useful background to the client's own experience.
In the media planning and buying process, we undertake detailed computer analyses of media research surveys such as BARB, the National Readership Survey, the British Business Survey, JICREG, POSTAR, ABC, ABC Electronic (and for online we also look forward to the arrival of JICIMS), etc., utilising the data in cost-efficiency and coverage analyses. We also make use of geo-demographic tools such as ACORN, Mosaic, etc., which can help in refining the targeting of direct marketing and retail campaigns, allowing us to make a link between client-sourced data and candidate media selections.
Research can often be quite a straightforward process. In developing campaigns using leafleting, for instance, we rank postcode sectors on the basis of market penetration to determine which areas are the real 'hotspots' for the specified target audiences.
Where awareness and/or sales response (or equivalent) data can be tracked concurrently with media spend, more complex media-based tracking studies can assist with budgeting and future sales (and other) projections. We can offer advice on using statistical approaches to develop this kind of market modelling technique.
NRS, ABC, POSTAR, BARB
JICREG, CAVIAR, BBS, RAJAR
TARGET GROUP INDEX
READING & NOTING
FOCUS GROUP FEEDBACK