Secondary Research

Secondary Research

MARKET ANALYSIS

• Consumer and business to business markets

• Market data and trends

• Main industry issues

COMPETITOR INTELLIGENCE

• Company overview

• Strategy

• Marketing activity & spend

CUSTOMER INSIGHT

• Customer profile

• Customer segmentation

• Media consumption

• Attitudes & leisure habits

Case Study – New Business

RESEARCH REQUIREMENTS

• News, creative, media spend, financials, competitor information, etc

• Needs to be provided in a timely manner

PROBLEMS/ISSUES

• Provided in raw format so there is a lot of information to digest from various sources

• Time!!

SOLUTION & BENEFITS

• New business pack devised which provides information in a clear and concise manner

• Easier to read and digest which means that anyone working on the project can easily understand the market and the issues facing the company

• The Dispensary is present in all new business meetings once a project is off the ground in order to cater for any ongoing needs and so they are up to speed on progress regarding the company

Primary Research

Won’t say

Aware

Will say

Not aware

Conscious factors (‘left brain’)

Conventional survey research BUT:

• are people giving socially acceptable responses?

• are they hiding the truth about their behaviour and attitudes?

Private feelings (‘right brain’)

Here, people don’t like to admit their opinions or may find them difficult to verbalise.

Intuitive associations (‘right brain’)

We all have intuitions.

People may be prepared to talk about issues that are outside of their experience and may have not thought before.

Unconscious factors

Private and repressed aspects of our personality and experience usually accessible through psychoanalytical techniques or hypnosis.

Primary Research

Primary Research

• SURVEY RESEARCH

• SEMIOTICS AND CULTURAL ANALYSIS

• OBSERVATION AND ‘ETHNO-METHOD’

• CONVERSATION AND DISCOURSE ANALYSIS

Charlie Hunter-SchyffDigital Communications Strategist

Role within The Dispensary

Dispensing digital communications strategy and consultancy advice that creates a deeper, more sustainable brand interaction and relationship between online audiences & brands by:

improving the digital offering to our clients

offering added value digital services

creating additional agency revenue

Dispensary: Digital communications services

Digital Strategy• Working closely with the rest of the team for insight on pitches and current clients

• Digital communications strategy and planning

Client Services

Partnering & Activation

Emerging & Innovation

Optimisation

Demonstration

• Illustrate how different digital disciplines or approaches can be applied to deliver client solutions

• Competitive reviews, Market updates (what’s hot) & Education workshops

• Forging stronger relationships with media agencies and digital publishers

• Able to deliver a media partnering service for clients

• Keeping Proximity internal teams at the cusp of the constant changing digital communications landscape

• Gathering the most relevant information to form campaign insight through dissimilation of research, results and analytics

• Demonstrating Information Insight Inspiration through digital communications

Digital Strategy

Client Services

Example digital communications strategy Amplifying Seeds of Change messaging

The Dispensary - Benefits

• MORE INFORMED STRATEGIES

• BETTER CREATIVE IDEAS

• MORE EFFECTIVE WORK

• MORE AWARDS!!

“The Dispensary is going to play a key role within the agency. It will help Proximity create BBCIs by understanding consumer behaviour better than any other agency”