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Marketing, Advertising and Audience Research: Understanding the Basic Process

Conducting proper research is a critical (and often overlooked or underexecuted) step in understanding an audience, product, or feature in successfull marketing and advertising.

Here are 7 simple STEPS to follow to set your research in the right direction.

1. Identify the research objectives:

Define the goals and objectives of the research. What questions do you want to answer? What are the key outcomes you hope to achieve? It’s important to have a clear understanding of what you want to accomplish before you start conducting research.

2. Define the target audience:

Determine the demographics of the target audience. What are their needs, preferences, and behaviors? How do they use technology in their daily lives? Understanding the target audience is essential for developing effective research questions and gathering meaningful insights.

3. Choose the research methodology:

Decide on the appropriate research methodology to gather data from the target audience. Some common research methodologies include surveys, focus groups, interviews, and usability testing. Each method has its advantages and disadvantages, so it’s important to choose the method that best fits the research objectives and target audience.

4. Develop research questions:

Create research questions that are relevant to the research objectives and target audience. The questions should be clear, concise, and unambiguous. They should also be open-ended to encourage detailed responses.

5. Conduct the research:

Collect data using the chosen research methodology. Make sure to follow ethical guidelines and best practices when conducting research. Collect both qualitative and quantitative data to get a more complete understanding of consumer needs.

6. Analyze the data:

Analyze the data collected from the research to identify patterns, themes, and insights. Use appropriate statistical tools and techniques to analyze quantitative data. For qualitative data, use coding and thematic analysis to identify common themes.

7. Report the findings:

Report the research findings in a clear and concise manner. Use data visualization tools such as charts, graphs, and tables to present the data. Provide insights and recommendations based on the research findings.

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