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HN Marketing ResearchHN Marketing ResearchResearch influencing advertisingResearch influencing advertising

Tutor: John HeustonTutor: John Heuston

jheuston@central-glasgow.ac.ukjheuston@central-glasgow.ac.uk

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Premise: Research underpins Premise: Research underpins advertising. Why, though?advertising. Why, though?

Research cuts out the gamble in Research cuts out the gamble in advertisingadvertising

Research is used to discover a Research is used to discover a definite objectivedefinite objective

Research discovers the quickest way Research discovers the quickest way to that objectiveto that objective

Research makes advertising (and by Research makes advertising (and by extension, marketing) measurable extension, marketing) measurable and manageableand manageable

Research provides ‘legitimacy’ to Research provides ‘legitimacy’ to common-sensecommon-sense

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The Marketing ConceptThe Marketing Concept

You have all done Introduction to You have all done Introduction to Marketing in first year?Marketing in first year?

Identify needs and wants and try to Identify needs and wants and try to satisfy them profitablysatisfy them profitably

It’s that word ‘identify’It’s that word ‘identify’ Advertising is (partly) trying to affect Advertising is (partly) trying to affect

behaviour, not just increase behaviour, not just increase awareness – the emphasis is on awareness – the emphasis is on results, not on the things (ads, results, not on the things (ads, brochures) brochures)

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More…More…

Part of Marketing suggests that Part of Marketing suggests that businesses are under the control of businesses are under the control of consumersconsumers

Using marketing research Using marketing research techniques, marketing people are techniques, marketing people are able to know their consumers by able to know their consumers by backing everything up with statistical backing everything up with statistical evidence.evidence.

In other words: In other words: DON’T shoot first (promote), ask DON’T shoot first (promote), ask

questions (research) laterquestions (research) later

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But …But …

Surely advertisers deal with ‘masses’ Surely advertisers deal with ‘masses’ not individuals – millions not singles?not individuals – millions not singles?

Yes, but we try to clarify and position Yes, but we try to clarify and position consumers to measure the things consumers to measure the things they have in common, to target they have in common, to target advertising and to measure and advertising and to measure and predict(!) human behaviourpredict(!) human behaviour

Essentially what advertisers look for Essentially what advertisers look for then is an ‘essence’ – what makes then is an ‘essence’ – what makes the consumer tick – a single the consumer tick – a single measurable reason for motivation measurable reason for motivation

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Also..Also..

The main reason is moneyThe main reason is money Advertisers want (need) to know their money is Advertisers want (need) to know their money is

being spent wiselybeing spent wisely

Matching brand’s potential customers with Matching brand’s potential customers with media usagemedia usage

Research provides a yardstick by which Research provides a yardstick by which advertisers can measure the value for money advertisers can measure the value for money for their spendfor their spend

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1. Demographics1. Demographics

Occupational class, age, gender (or ‘sex’ if Occupational class, age, gender (or ‘sex’ if you prefer), and region to indicate you prefer), and region to indicate behaviourbehaviour

It’s a case of ‘more likely’It’s a case of ‘more likely’ A – Upper middle classA – Upper middle class B – Middle classB – Middle class C1 – Lower middle classC1 – Lower middle class C2 – Skilled working classC2 – Skilled working class D – Working class (unskilled, manual)D – Working class (unskilled, manual) E – Lowest subsistence levelsE – Lowest subsistence levels (static markets, changing work patterns (static markets, changing work patterns

and status, suggests nothing)and status, suggests nothing)

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MotivationMotivation

1. Freudian – 1. Freudian – repressed repressed motivations motivations within hidden within hidden needs and needs and desiresdesires

2. By biological, 2. By biological, psychological psychological and social needs and social needs – developed by – developed by Maslow (1954)Maslow (1954)

Self-actualisation

Self-esteem

Belonging

Safety needs

Physiological needs

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Meaning …Meaning …

The personality of the consumer is The personality of the consumer is drawn up and matched by a drawn up and matched by a personality for the brand – a ‘brand personality for the brand – a ‘brand image’image’

Eg, Unilever in 1960 used a naked Eg, Unilever in 1960 used a naked woman – meaning? The brand was woman – meaning? The brand was for ‘all woman’ – she is mefor ‘all woman’ – she is me

So the idea is that a person matches So the idea is that a person matches her or his own personality to that of her or his own personality to that of the brand, or the person in the adthe brand, or the person in the ad

www.unilver.comwww.unilver.com

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PsychographicsPsychographics

Values Attitudes and Lifestyles (VALs), eg Values Attitudes and Lifestyles (VALs), eg ‘nest builder’ stays at home, tends the ‘nest builder’ stays at home, tends the garden, security – so susceptible to …garden, security – so susceptible to …

Replacement of product differentiation with Replacement of product differentiation with ‘consumer differentiation’‘consumer differentiation’

Products and services to try and match the Products and services to try and match the attitudes, personalities and values of the attitudes, personalities and values of the researched consumer – so aim at lifestyle, researched consumer – so aim at lifestyle, self-imageself-image

Government anti-drug campaigns early Government anti-drug campaigns early 80s)80s)

Why do this – Why do this – to make them stable and to make them stable and measurablemeasurable

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LifestylesLifestyles

Generation XGeneration X (Don’t know what they want and don’t care (Don’t know what they want and don’t care

– no responsibility or commitment)– no responsibility or commitment) InnovatorsInnovators FollowersFollowers Empty nestersEmpty nesters JoinersJoiners Struggling poorStruggling poor Resigned poorResigned poor ComplainersComplainers Do-goodersDo-gooders

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But..But..

They are too staticThey are too static You are more than oneYou are more than one Is there a ‘typical consumer’?Is there a ‘typical consumer’? Is there a ‘typical brand’?Is there a ‘typical brand’? Most people buy most brands at Most people buy most brands at

some time or anothersome time or another Must I have a break to have a Must I have a break to have a

Kit-Kat?Kit-Kat?

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SagacitySagacity

Combination of demographics, Combination of demographics, lifestyle, media usage, income, life-lifestyle, media usage, income, life-stagestage

1. Dependents1. Dependents (adults not heads of household)(adults not heads of household) 2. Pre-family2. Pre-family 3. Family3. Family 4. Late4. Late Used by banks and financial Used by banks and financial

institutionsinstitutions

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GeodemographicsGeodemographics

Where you ‘choose’ to live reflects the type Where you ‘choose’ to live reflects the type of person you are – similar outlook, of person you are – similar outlook, spending patternsspending patterns

One is ACORN (A Classification of One is ACORN (A Classification of Residential Neighbourhoods) by lifestyle, Residential Neighbourhoods) by lifestyle, demographic and lifestagedemographic and lifestage

Eg – C18 = urban neighbourhoods, rented Eg – C18 = urban neighbourhoods, rented accommodation, flats, no kids or pets, high accommodation, flats, no kids or pets, high phone bill, wine drinkerphone bill, wine drinker

Used by door-to-door leafleters, FMCGsUsed by door-to-door leafleters, FMCGs Compiled from census data, electoral roll, Compiled from census data, electoral roll,

county court judgements, postcode datacounty court judgements, postcode data

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Users and buyersUsers and buyers

Are they the same?Are they the same? NRS 1999 – women are the biggest NRS 1999 – women are the biggest

household buyers by 2:1 www.nrs.co.ukhousehold buyers by 2:1 www.nrs.co.uk 70% of watches, 90% of toys bought as 70% of watches, 90% of toys bought as

giftsgifts Pester power for toys, parent for Pester power for toys, parent for

underwear – so the question is ‘who makes underwear – so the question is ‘who makes the decision?’the decision?’

1985 – 8% of Guinness drinkers account 1985 – 8% of Guinness drinkers account for 35% soldfor 35% sold

So should we use a ‘spray and pray’ So should we use a ‘spray and pray’ shotgun approach, in the hope the market shotgun approach, in the hope the market settles down?settles down?

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Basically…Basically…

… … Advertisers want to be told that if Advertisers want to be told that if A is done, B will happen. Or at least A is done, B will happen. Or at least the range of possibilities will narrow the range of possibilities will narrow – or, I will mis-spend some but not all – or, I will mis-spend some but not all moneymoney

Forget this:Forget this: ‘‘New products are launched because New products are launched because

you think there is a need for it. You you think there is a need for it. You research the campaign to see how research the campaign to see how well it goes and who is buying it. well it goes and who is buying it. None of the things we have None of the things we have developed are due to research. They developed are due to research. They were research-were research-supportedsupported’’

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Established surveysEstablished surveys

1. Social trends (government)1. Social trends (government) 2. NRS www.nrs.co.uk2. NRS www.nrs.co.uk 3. TGI 3. TGI www.bmrb-tgi.co.ukwww.bmrb-tgi.co.uk (year- (year-

long survey matching brand long survey matching brand purchase to media habits – how purchase to media habits – how many C1s eat muesli (penetration) – many C1s eat muesli (penetration) – how many muesli eaters are C1 how many muesli eaters are C1 (profile) – to form outlook groups – (profile) – to form outlook groups – trendies, social spenders, pleasure trendies, social spenders, pleasure seekers, moralists, independents, seekers, moralists, independents, working class puritans – also has working class puritans – also has YouthTGIYouthTGI

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Quantitative research:Quantitative research: (Demographics, users and lifestyle)(Demographics, users and lifestyle) Composition and size of consumer Composition and size of consumer

markets through opinions and buying markets through opinions and buying habitshabits

Qualitative research:Qualitative research: Interpretation, views and opinionsInterpretation, views and opinions Why bought, not just how many, Why bought, not just how many,

quicker, cheaperquicker, cheaper Looking for tendencies to predict Looking for tendencies to predict

behaviour patterns – able to assert behaviour patterns – able to assert that sets of consumers are ‘more that sets of consumers are ‘more likely’ to do certain things than otherslikely’ to do certain things than others

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Qualitative researchQualitative research

1. Focus Group – 2. 1-2-1 depth1. Focus Group – 2. 1-2-1 depth

Focus groupFocus group 90 minutes, 8 interviewees, run 8 for a 90 minutes, 8 interviewees, run 8 for a

cross-section – why and how they use the cross-section – why and how they use the brand, feelings, attitudes, values, language brand, feelings, attitudes, values, language they use – use general questionnaire to they use – use general questionnaire to help, context in which brand is consumed – help, context in which brand is consumed – videoed, taped – most important factors in videoed, taped – most important factors in buying – ie, price, value for money, ‘me’, buying – ie, price, value for money, ‘me’, image, status, colour, taste, parts, safety, image, status, colour, taste, parts, safety, reliabilityreliability

But people lie – so ‘method-acting’ comes But people lie – so ‘method-acting’ comes in – for Empathyin – for Empathy

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QualitativeQualitative

One-to-one Depth interviewingOne-to-one Depth interviewing

Freudian – remember – is about the Freudian – remember – is about the subconscious, so it follows that some subconscious, so it follows that some people may hide their true feelings – they people may hide their true feelings – they can be brought out one-to-one – (eg, can be brought out one-to-one – (eg, lager is not the taste) – if this car was a lager is not the taste) – if this car was a person, etc – drawings, acting, photo person, etc – drawings, acting, photo sortingsorting

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Mapping the consumerMapping the consumer

Research is used to try and narrow the range of Research is used to try and narrow the range of possibilities, rather than eliminate uncertainty possibilities, rather than eliminate uncertainty altogether. Quite apart from advertisers wanting to altogether. Quite apart from advertisers wanting to feel secure in not wasting their money, marketers feel secure in not wasting their money, marketers also want to feel secure in how they are spending also want to feel secure in how they are spending the money that they are able to read behaviour and the money that they are able to read behaviour and predict the future.predict the future.

What we are talking from ‘research-underpinned What we are talking from ‘research-underpinned advertising’ is those most likely, those predisposed advertising’ is those most likely, those predisposed to buy and use. We are looking for typical to buy and use. We are looking for typical consumers, people who will act in a predictable and consumers, people who will act in a predictable and manageable way. manageable way.

You’ve bought before? You will buy againYou’ve bought before? You will buy again

You behave like he who does? You will buy like himYou behave like he who does? You will buy like him

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Real example: Heinz Soup Real example: Heinz Soup Cup ShortsCup Shorts Promotion: Metro newspaper 1/11/04Promotion: Metro newspaper 1/11/04

Heinz Soup Cups. Real Soup on the Heinz Soup Cups. Real Soup on the GoGo

‘‘Grab your soup, sandwich or salad Grab your soup, sandwich or salad and watch entertaining short films and watch entertaining short films bristling with originality, creativity, bristling with originality, creativity, style and wit. Essential viewing while style and wit. Essential viewing while eating.’eating.’

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Heinz Soup Cups Shorts 2Heinz Soup Cups Shorts 2

‘‘Are you always on the go? Only a Are you always on the go? Only a few minutes to sit down at your PC few minutes to sit down at your PC and enjoy your lunch? Staring at the and enjoy your lunch? Staring at the screen, searching for some kind of screen, searching for some kind of entertainment? Go and log on to entertainment? Go and log on to ‘Heinz Soup Cup Shorts’ at ‘Heinz Soup Cup Shorts’ at www.heinz.co.uk/soupcupshortswww.heinz.co.uk/soupcupshorts for for a month of entertaining short films.a month of entertaining short films.

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Heinz Soup Cup Shorts 3Heinz Soup Cup Shorts 3

‘‘So to make lunchtime a bit more exciting, So to make lunchtime a bit more exciting, Heinz launched a nationwide short film Heinz launched a nationwide short film competition back in September, inviting competition back in September, inviting short film entries on the theme of ‘Go!’ short film entries on the theme of ‘Go!’ Heinz had entries, ranging from film Heinz had entries, ranging from film schools and universities, to wannabe film schools and universities, to wannabe film makers from all industries across Britain.makers from all industries across Britain.

Each film runs for up to 7 minutes in length Each film runs for up to 7 minutes in length and the best entries have been chosen and and the best entries have been chosen and will be played leading up to Christmas, to will be played leading up to Christmas, to entertain the nation during its lunch break. entertain the nation during its lunch break.

The winning entry will be selected by a The winning entry will be selected by a panel of judges whose decision will take panel of judges whose decision will take into account audience feedback.’into account audience feedback.’

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Heinz Soup Cup Shorts 4Heinz Soup Cup Shorts 4

‘‘Independent research states that on Independent research states that on average, office workers are now just average, office workers are now just taking 7 minutes for their lunch break taking 7 minutes for their lunch break and it’s usually at their PC. Lunch and it’s usually at their PC. Lunch consists of a sandwich or a quick consists of a sandwich or a quick snack, like soup, whilst surfing the snack, like soup, whilst surfing the internet!’internet!’

This advertisement feature was ALL This advertisement feature was ALL research-based!research-based!

Assignment – find more examples …Assignment – find more examples …