Research Examples: Marketing Communications

Project aim: To assess the suitability of advertising in the business press to alter key decision-makers’ perceptions.

Methodology: Our client planned to undertake a major campaign to raise awareness of their products and to improve target customers’ perceptions of the value of their products. Research was undertaken by holding a number of focus groups in which key decision-makers participated.

Results: The research findings enabled our client to make a number of important modifications to their communications strategy. They improved the effectiveness of the campaign, by introducing elements that the research highlighted as being critical to its success.

Project aim: To determine customers’ attitudes to a new series of product brochures.

Methodology: We undertook a series of face-to-face interviews among architects and designers to ask their opinions about the design of the new range of brochures being proposed by a contract flooring company.

Results: The outcome of the research enabled the client to take very clear decisions about the designs that should be used on its new brochures.