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Research Myth-Busting in the Contemporary Scenario of Advertising and Communication

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DS Group - Pulse Candy

DS Group – Pulse Candy

Think about the current brands that you are using. Why did you buy that particular brand? Sure, you saw an advertisement or a marketing campaign that appealed to you, therefore you had to have that product, but it goes beyond that. That’s where research chimes in. The word itself may cause you to scroll through the rest of this article but there’s so much more than just number crunching, if any. At the end of the day, research saves a brand money and time – an important step that most brands overlook, because research has been stereotyped as being a drag.

Which brings us to our first myth buster, that research is mundane, but it actually tackles the problem that many brands and companies face in the media industry – grabbing consumers attention in a world with snapchat attention span. A brand that took a different spin on the term ‘research’ is Pulse candy by DS Group, this kaccha aam candy swept the nation because it did it’s homework right. They looked to target everyone and anyone in India by focusing on a flavour-centric campaign rather than brand-centric. Through research Pulse was able to understand that it wasn’t just a product for the youth, but everyone.

Certain brands feel that there’s no need for research, why should they invest money on information they’ve already been using for so long? This is a fatal flaw, because the data collected during research projects come in handy when one needs deeper insight on the motives and hidden desires of consumers. In research every part of the data is crucial. Comedy Central, an international comedy channel, penetrated the Indian TV industry in 2012 via Viacom18. Research conducted in five markets (metro cities) found vital information such as consumption behaviour of working population in India, which metros consume English television the most. Comedy Central could have easily side stepped research all together by overestimating their following, but by relying qualitative and quantitative data they were able to pinpoint their specific target audience and determine their programming strategy.

Viacom 18- Comedy Central

Viacom 18- Comedy Central

Not only has there been a transition in the relevance of research, even the tools of research have evolved into the digital space. Surveys are a thing of the past, despite dependency on sites like SurveyMonkey, you won’t find a shortage of free measurement applications and softwares such as Think With Google – which forecasts changes in consumer behaviour based on factors such as holidays and seasons. Focus groups also have equal potential for delivering sound statistical analysis and are often overlooked.

Consumers continue to change their preference of not only consumption but feedback as well. This could be a result of shift in dynamics of their exposure to media, technology, products, and brands. The media industry has been tied to the phrase ‘blurring lines.’ It can be seen that across agencies and corporates, various functions of the advertising and media industry are merging and together, making it pertinent for them to strive to be cross-functional. For a company to progress or even think about the future, it should analyse what environment it’s in, and focus on what the future holds – research provides the bridge between all these elements.

The need for analysing and studying media consumption is relevant now more than ever, considering the changing attitudes and behaviors of the general consumer, which is why agencies have started to focus on the research realm of the media industry. This trend has even been adopted by educational institutes. Symbiosis Institute of Media and Communication (PG) has included a niche specialisation of Marketing and Media Analytics that has its focused based in media tested research. SIMC is also hosting its Annual Media Management and Research & Analytics Conclave on August 7, 2016 at the Lavale Campus, an event that will witness industry experts addressing the students on the evolving face of research in media landscape. In the contemporary scenario, research has the upper hand which can make or break a brand, making it a key element in the agencies of the future.


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