Advertisement Research

The swelling of advertising channels, in the aftermath of sustained digital advances that have intensified over the past decades, has sharpened the control and focus of this medium. This allows for greater freedom in targeting and engaging audiences, as well as measuring the impact and ROI of such interventions. The profusion of data sources and diagnostic tools for advertising initiatives can, at times, seem overwhelming and confusing. Our services in Advertising Research are aimed at helping our clients navigate through this congestion, to reach the right audiences at desired conversion levels.

Our offerings in this space comprise three key items. The priming research supports clients in designing and spring-boarding campaigns, during the development and pre-launch stages. Secondly, go/no go and value audits are conducted at the per- as well as post-launch stages to collate desired projection and perception feedback, so as to take stock of any corrective measures and reappraise penetration. Lastly, parallel research and tracking solutions run alongside the clients’ advertisement campaigns throughout their life-cycle, assessing the effectiveness and impact. These are outlined in the following schematic.

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Case Studies >>
  • Evaluation of Marketing campaigns effectiveness on retail sales
    Case Study
    Sector |Consumer Products
    • Our end client is a global manufacturer of PC , tablets , laptops and ultrabooks.

      The business objective was to investigate the impact of marketing campaigns on sales growth from client’s certified and non-certified retailers. The purpose of the research was to understand the current growth trends that persist among the various local retailers selling.

    • –Comprehensive secondary research was conducted to develop the list of client’s non-certified retailers.

      — Certified retailers database was provided by the client.

      — A monthly tracker was conducted in which business owners , Sales managers and Marketing managers , sales representatives were interviewed.

      — Interviews were conducted with small retailers and independent retailers.

      — 350 interviews were completed monthly across USA , Canada , UK , France , Germany , Italy and Spain.

    Approach

    The client was assisted in questionnaire structuring , localization, translation and programming support. Preliminary analysis of data along with chart population was delivered in client specific format.

    Information covered during the research included the retail sales location of each retailer , number of sales people at each research store, size of the retailer , educational background along with qualifications and experience of sales staff employed by retailers , initiatives taken by the retailers to push the client’s brand in the market, track monthly sales data by each product type , level of engagement with the client’s local retailers.

    Key topics such as measuring the impact of marketing campaigns , retailer’s view towards the content and the impact of client’s campaign against competitor’s marketing initiatives , analyzing sales data by location and other key identifiers , collecting store sales data to differentiate the various marketing activities , segmentation of different format of retailers , satisfaction of certified retailers for sales employee training and content and comfort level of retailers for selling client’s brand.

    Value/Results

    The client was able to compare the monthly sales data and determine the impact of marketing campaigns on sales growth across target markets.

    Research findings were used by the client to understand the pain points of retailers and their views on client’s marketing communication for further improvement.

  • Smartphone trends study
    Case Study
    Sector |Consumer Products
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement.

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing decisions of client

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Mobile Marketing Trends Analysis
    Case Study
    Sector |Consumer Products
    • Our client ,a leading consulting firm that helps businesses to strengthen their marketing approach

      The focus of the study was to understand the mobile marketing trends in North America and Europe, identify the potential challenges and how businesses are dealing with the marketing content .

    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Media Investment Optimization Study
    Case Study
    Sector | Education
    • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.

    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Media Investment Optimization Study
    Case Study
    Sector | Energy & Utility
    • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.

    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Mobile Marketing Trends Analysis
    Case Study
    Sector | Financial Services
    • Our client ,a leading consulting firm that helps businesses to strengthen their marketing approach

      The focus of the study was to understand the mobile marketing trends in North America and Europe, identify the potential challenges and how businesses are dealing with the marketing content .

    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Media Investment Optimization Study
    Case Study
    Sector | Financial Service
      • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Media Investment Optimization Study
    Case Study
    Sector | Media & Entertainment
      • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Online Media Effectiveness Study
    Case Study
    Sector | Media & Entertainment
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Study on Digital Media Usage Trends
    Case Study
    Sector | Media & Entertainment
    • A leading media advertising organization wanted to analyze the current market trends in digital advertising for the purpose of selling its advertising services to FMCG, Retail, Financial Services, and Energy sector companies.

    • US, UK, Canada, Germany, France, Spain, China, Australia, Malaysia and Singapore.

    Approach

    Primary research was conducted among sales and marketing managers in large size companies which had at least 1000 employees who were mainly responsible for marketing decisions and selection of advertising agencies.

    Value/Results

    The research findings helped our client to analyse and  identify key opportunity areas in the market and reach out to the potential target customer base.

  • Media Investment Optimization Study
    Case Study
    Sector | Government
      • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Mobile Marketing Trends Analysis
    Case Study
    Sector | Manufacturing & Construction
    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Media Investment Optimization Study
    Case Study
    Sector | Manufacturing & Construction
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Mobile Marketing Trends Analysis
    Case Study
    Sector | Oil & Chemical
    • Our client ,a leading consulting firm that helps businesses to strengthen their marketing approach

      The focus of the study was to understand the mobile marketing trends in North America and Europe, identify the potential challenges and how businesses are dealing

    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Media Investment Optimization Study
    Case Study
    Sector | Oil & Chemical
      • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.

  • Evaluation of Marketing campaigns effectiveness on retail sales
    Case Study
    Sector | Tech & Telecom
    • Our end client is a global manufacturer of PC , tablets , laptops and ultrabooks.

      The business objective was to investigate the impact of marketing campaigns on sales growth from client’s certified and non-certified retailers. The purpose of the research was to understand the current growth trends that persist among the various local retailers selling.

    • –Comprehensive secondary research was conducted to develop the list of client’s non-certified retailers.

      — Certified retailers database was provided by the client.

      — A monthly tracker was conducted in which business owners , Sales managers and Marketing managers , sales representatives were interviewed.

      — Interviews were conducted with small retailers and independent retailers.

      — 350 interviews were completed monthly across USA , Canada , UK , France , Germany , Italy and Spain.

    Approach

    The client was assisted in questionnaire structuring , localization, translation and programming support. Preliminary analysis of data along with chart population was delivered in client specific format.

    Information covered during the research included the retail sales location of each retailer , number of sales people at each research store, size of the retailer , educational background along with qualifications and experience of sales staff employed by retailers , initiatives taken by the retailers to push the client’s brand in the market, track monthly sales data by each product type , level of engagement with the client’s local retailers.

    Key topics such as measuring the impact of marketing campaigns , retailer’s view towards the content and the impact of client’s campaign against competitor’s marketing initiatives , analyzing sales data by location and other key identifiers , collecting store sales data to differentiate the various marketing activities , segmentation of different format of retailers , satisfaction of certified retailers for sales employee training and content and comfort level of retailers for selling client’s brand.

    Value/Results

    The client was able to compare the monthly sales data and determine the impact of marketing campaigns on sales growth across target markets.

    Research findings were used by the client to understand the pain points of retailers and their views on client’s marketing communication for further improvement.

  • Smartphone trends study
    Case Study
    Sector | Tech & Telecom
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement.

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing decisions of client.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Competitive Intelligence Study
    Case Study
    Sector | Tech & Telecom
      • A leading telecom provider wanted to understand their competitors’ ongoing sales & marketing efforts, their product strategy and the sales trend for existing products; specifically in emerging markets.
    • Australia, New Zealand, Japan, Singapore, China, India and Malaysia.

    Approach

    • Helped the client to develop the key information areas for each required insight
    • Used a combination of primary and secondary research to dig out the key insights
    • Within the primary research, in-depth interviews were conducted with multiple stakeholders across multiple locations
    • Secondary research was used to validate the findings from primary research
    • Along with the key information on various data points, a detailed profile of each competitor was constructed.

    Value/Results

    • Comprehensive Intelligence report containing Product, Channel & Marketing Strategies combined with Sales information about competitors helped the client in building more concrete and focused marketing plans
    • Peer group segmentation for benchmarking across various divisions of Clients provides “Food for Thought” to Senior Managers.
    • Analysis of channel, marketing and advertising campaigns coupled with sales numbers helped in understanding consumer needs
    • The analysis also highlights high growth markets and specific relevant trends
    • As a final point, intelligent mix of right information at the right time helped our client build effective plans and meet their business goals.
  • Mobile Marketing Trends Analysis
    Case Study
    Sector | Transport & Logistics
    • Our client ,a leading consulting firm that helps businesses to strengthen their marketing approach

      The focus of the study was to understand the mobile marketing trends in North America and Europe, identify the potential challenges and how businesses are dealing with the marketing content.

    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Mobile Marketing Trends Analysis
    Case Study
    Sector | Healthcare
    • Our client ,a leading consulting firm that helps businesses to strengthen their marketing approach.

      The focus of the study was to understand the mobile marketing trends in North America and Europe, identify the potential challenges and how businesses are dealing with the marketing content .

    • CMOs, Marketing VP, Marketing Director level professionals were interviewed.

      Target organizations were companies with annual revenue of more than US $1 billion across USA, Canada, UK, France, Germany, Italy, Spain and Switzerland.

    Approach

    Phronesis analyzed the mobile marketing usage and key trends among the businesses.

    Identification of the key drivers in using local content strategy that influence the marketing approach was done.

    Primary research was conducted with decision makers who are responsible for company wide marketing strategy across banking, insurance, retail, CPG, telecom, consumer electronics and automotive verticals.

    Research instrument was designed and administered using phone methodology.

    Other market research assistance such as survey programming, sampling, questionnaire translation was also provided.

    Key Information Areas included :

    • Marketing decision making process
    • Approach to mobile marketing
    • Business relevancy for mobile marketing
    • Demand for mobile marketing
    • Marketing content strategy

    Value/Results

    Our client was able to understand the current need and growth for mobile marketing and content strategy among businesses.

    Our research findings were used by the client to design its positioning strategy to attract prospective business customers.

  • Media Investment Optimization Study
    Case Study
    Sector | Healthcare
      • The research was focused to obtain the marketing professionals’ perception towards return on investment from different media and identifying the optimal mix of different media to maximize the ROI.
    • US, Canada, UK, Germany, France, Italy, Spain, India, China and Singapore.

    Approach

    • The research mandate was to conduct primary research with Marketing/Sales Director, Marketing Manager, Sales Manager and Strategy Manager among medium to large size businesses across 10 countries.

    Value/Results

    The research analysis helped our client to strategize pricing policy, market positioning of it’s products and map the growth and risk factors.