What should be our advertising message?  Where and when will our customers be most receptive to our message?  What is the problem we are trying to solve?  How do we position this product in the market?  These are some of the questions clients ask in which the path to the answers is not always neatly mapped out.  As a researcher, it is our job to look at the issues from various angles and develop a research plan that includes all forms of investigation, not only primary research.  

Preliminary work can include:
  • studying the competitive advertising in the category
  • exploring other industries that behave similarly to the product
  • making sense out of statistical data about where the product has been
  • defining the problem and determining if this a problem that advertising can solve

Our background in developing strategies for communications gave us experience with these and other non-linear ways of strategically planning for the marketing of a product.  With this approach, our clients are not only learning about their target audience, but the whole environment in which the product will be seen and marketed