How Qualitative Market Research Companies are Changing Advertising

Qualitative market research companies in India are changing the way advertising works by bringing in better understanding of the market, correcting faulty campaigns and bringing new ideas.

Qualitative market research is not just about running a simple sales campaign. There are many aspects of marketing that research can improve. One of the essential aspects is advertising. Over the years qualitative research has changed advertising dramatically, bringing it closer to its viewers, making it personal and ultimately, much more effective.

In fact, qualitative research in advertising is not a new concept. It has been an essential feature in designing any new campaign. Now many Singapore and UK firms are also employing Indian Qualitative market research companies for this purpose. These Indian firms have become an important element in every new project.

Understanding the market: Qualitative research aims at knowing the whys. Why do your consumers behave the way they do? Why are they buying your product? Why do they prefer your competitor? The ultimate aim is to understand the market. This is the first step in building an advertising campaign. You can design a strategy only if you understand the people you are targeting.

Social media: The most exciting development in advertising is undoubtedly the advent of social media. It has become one of the most effective forms of advertising today. However, it does pose some challenges, such as understanding your consumer’s social media profile, behaviour and preferences. Since the social media is all about people, understating them is the key. Qualitative research clarifies this through social media mining.

Identifying product USP: Qualitative market research is a comprehensive study that encompasses a number of facets. Consumer research often focuses on what the consumer finds attractive about the product. The research goes beyond simple questionnaire. Good research also includes passive observation of consumers. This often exposes unexpected results. We often find features that the consumers found intersecting, which were being ignored in sales campaigns.

Personalising ad campaigns: No advertising works better than one that has personalised towards its target audience. A particular product can have a range of users. Personalised ads target a section of users in a focused manner. This is particularly important in social media where ads are often placed according to the user profile. Qualitative market research companies help in understating the demographic of your consumer and how best to design a personalised campaign for them.

Finding newer markets: Advertising campaigns sometimes become shortsighted due to previous existing data. They are often tempted to go with the proven. Qualitative research can show them emerging facts, such as the emergence of a new market base, which can then be exploited for an ad campaign.

Identifying faulty campaign points: Like everyone else, advertisers too lack thorough self-examination. They are often unwilling or unable to see any faults in their campaign, especially if it has worked in the past. Qualitative research can work as a reality check. It exposes any faults in the current campaign. Are the consumers connecting with it? Does the new campaign urge them to buy the product? Do they remember it later?

In other words, qualitative market research companies offer invaluable data, which can be used by advertising companies to understand their audience, test their campaign, improve it and find new ideas.