Audience Insights

Understanding the market is the first step to customer engagement

A deep understanding of the market is essential to designing strategies for reaching new audiences and developing deeper relationships with existing customers. An effective insights engine has five characteristics.

Mission

Inspire ideas and action, not just inform.

Priority

Based on data, not hearsay.

Scope

Generate fresh ideas about business growth opportunities, not just reduce risk.

Sources

Integrate multiple data streams, not just primary and secondary research.

Sharing

Embraced and used by the organization, and its partners, not just marketers.

Access

Available on demand, not locked away in presentations.

Our expertise includes tried-and-true methodologies for tracking, laddering interviews and online focus groups. We also like to create new methodologies using innovative data gathering technologies that make talking to consumers in real time, where they live and shop, easier and more natural.

 Our go-to research platforms include Opinion-Chat for in-depth-interviews, Qualtrics for quantitative surveys, and the leading sample provider, ResearchNow, for both B2B and consumer survey samples. We do 100% of the design, analysis and reporting in house, as well as our own recruiting for qualitative research. Brand Amplitude has special expertise in the following types of studies:

Exploratory Qualitative Research

One of the biggest challenges of qualitative research is recruiting the right respondents, cost effectively. We use online surveys to screen respondents for follow-up studies that explore the “why's” behind  their answers, including online focus groups and “pop-up” communities of 40-50 members. pdfQualitative Insights2.64 MB

Customer Profiling, Need States and Segmentation

Customer segmentation is overused and under-utilized. Segmentation should be actionable, based on the behavior and attitudes of the brand’s current best customers and most likely prospects. Identifying need states and occasions provides context for customer decision-making and purchase triggers.

Custom Market Trends Identification

Keeping up with changing consumer tastes and culture is critical to maintaining relevance. We have conducted custom analyses for clients on topics as diverse as food prep, eating out, shopping and fashion, private label, ‘center of the plate’ proteins, convenience foods, technology and more.

Netnography and Meta-Analyses

Consumers are sharing their lives on blogs, Facebook, Twitter, Pinterest, and these platforms provide natural observatories for spotting customer behavior, unmet needs, cultural connection points and brand themes. Combining social media sources with existing research can yield powerful insights.

Concept and Packaging Message Tests

Quantitative and qualitative feedback is essential to refining ideas for products, packaging, positioning and messaging and avoiding costly mistakes. Our tools include methods for evaluating a range of stimuli, from video and web sites to written statements.

Brand Measurement and Tracking

Brand awareness and perceptions relative to competition are the foundation for building a robust brand strategy and for evaluating progress over time. Our methods are fast and efficient, and often generate fresh insights as well as dashboard KPI’s.

Learn about our approach to maximizing the value of brand measurement pdfCustomer Tracking Insights1.57 MB

"Insights are no longer just for market researchers, it’s the job of everyone in the organization. Employees are also consumers, they should be understanding people as part of their jobs."

Getting Started

Changing the mindset around market research takes a concerted effort that can yield tangible benefits.

  • Conduct a market research audit – What insights are critical to moving the business forward. Which research contributes most to insights? Where are the gaps?
  • Foster a passion for insights – Encourage every every part of the organization to recognize the importance of insights and contribute to generating them.
  • Transform market research to an “insights engine”– Require each research program has a plan to ensure findings have impact.
  • Build an insights repository – Insights have a shelf life - what can you do to ensure that the most promising insights are accessible and understood?