20 Ma r ch 20 08 VIEW on Advertising MARKET RESEARCH T he selection of the “right” creative concept to rep resent a brand is critical to ensuring the success of a prod uct. Therefore, agencies dedicate a significant amount of time and energy to the development, testing, and refine ment of campaign concepts. Market research has come to play a central role in the decisionmaking process. Whatever qualita tive methodology employed, agency managers seek answers to help ascertain whether a creative concept will help achieve their goals. A central question that must be asked, though, is: are research studies valid? That is, are they measuring what they intend to measure? Five Questions to Determine Research Validity When evaluating a concept, the central questions are usually clear: 1. Does the concept have stopping power? 2. Does it provide a clear message that aligns with product positioning? 3. Does it differentiate the product? 4. Would it establish a clear identity for the product? 5. Is it motivating? Though agencies set out with these questions, what marketers altogether too often receive are research reports that indicate what concept physicians prefer. Where does this endpoint fit, and more importantly, how does it help marketers move toward selecting a concept that will succeed on behalf of a brand? It doesn’t. Physician preference is not the main concern.Yet, it has been the fallback proxy for concept success in testing.What this end point does not reveal is whether a physician is engaged or motivated by a concept. It creates a bias against those concepts that elicit any reaction other than a pleasant one, when in fact a negative reaction can be just as powerful as a positive one. Developing New Lines of Inquiry New lines of questioning need to work hard to examine whether, in a few seconds, a physician will be engaged enough with a visual to stop and look. Questions need to pinpoint the branding elements that trigger an initial connection with a concept so as to advise agencies on how to further develop those elements. They need to ask not whether the physician liked the concept in the first few seconds, or for overall thoughts and feedback, but instead what the key takeaway was, how that message affects views of the product and how the product fits into his or her practice. Research needs to discover what information is missing from the concept in order to make it fulfill the positioning it attempts to express. And, questions need to reveal whether the concept creates a clear and lasting product identity that will stand out in a competitive market. Probing for Best Results To answer these questions, market research professionals need to do two things. First, they need to adjust testing methodologies so that the format of the interview as well as the questions and probes posed to physician participants are aimed away from learning about prefer ence, and toward the discovery of more meaningful results. Second, they must have a thorough understanding of the strategic intent under lying each creative piece they are testing.This means close collaboration with the agency, and exposure to the thought process behind strategic and creative platforms as they are developed. Having an understanding of these platforms will enable market research professionals to probe more effectively throughout each interview, and to return results that drive actionable changes and adjustments in tested concepts, both from a clearly strategic and a creative execution standpoint. Together, these actions will help agencies immensely by providing feedback that answers key questions in the development of effective creative executions. Ultimately, this will help agency/client partner ships select creative that has the power to stop and motivate its tar get audience while creating a unique and lasting brand identity for the products they represent. # DONAHOE PUROHIT MILLER, INC., is independent and strategically focused agency with three integrated divisions: DPM Advertising, a healthcare agency offer ing strategically creative, brandbuilding advertising and education; CPE Communications, a medical education division delivering scientific expertise and creative expres sion to professional education; and Fact Flow Research, a market research firm with qualitative and quantitative capabilities to support brand planning. Market Research and the Creative Process Whatever qualitative methodology employed, agency managers seek answers to help ascertain whether a creative concept will help achieve their goals. A central question that must be asked, though, is: are research studies valid? Anshal Purohit,Director — Strategy and New Business, Donahoe Purohit Miller, Inc. Ed Chandler,Vice President, Fact Flow Research Donahoe Purohit Miller, Inc. Fact Flow Research 0308 PVV VIEW Layout FINAL 3/18/08 4:18 PM Page 20 Power More ToYou To strap on your rocket pack, call Ahnal Purohit at 3123418100. Whether it is already airborne, or poised for launch, DPM empowers you to boost your brand. We deliver strategic insights and inspired creative that connects with your audience for soaring bottomline results. www.dpmadvert.com 102758 Veiw.qxd 6/2/05 3:20 PM Page 25
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Market Research and the Creative Process
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