Market Research For Advertising
We provide a range of advertising research methodologies to support advertising development and monitor the effectiveness of TV, cinema and social media advertising campaigns.
Our advertising research toolkit includes focus groups, eye-tracking and facial sentiment analysis, online surveys and tracking.
So whether you are at the stage of assessing initial ideas, evaluating creative concepts, optimising animatics, putting the finishing touches to your ad or monitoring its effectiveness post-launch, we have a research solution to help.
We have a comms agency background, so we are keenly aware of the sensitivities surrounding advertising research.
For example, we understand;
- Research can over-analyse advertising. Consumers don’t spend hours thinking about adverts, so respondents shouldn’t be asked to either. That’s why we limit our advertising focus groups to a maximum of 75 minutes
- The importance of distinguishing between the creative idea and its execution. Its why we take care to separate the two during research and reporting
- An ad’s ability to resonate emotionally and culturally with its target audience is critical to its success. Thats why we spend significant time ensuring we identify and understand the spectrum of emotions aroused, as well as the relevance and impact of any cultural references
- Ads that perform well in research can still fail commercially if the brand isn’t sufficiently integrated within the story. We use a range of techniques to assess brand prominence and relevance.
Market research for advertising – our approach
- Overall comprehension and appeal
- Strength and resonance of proposition
- Proposition recall
- Nature and strength of individual emotions aroused
- Scene and characterisation appeal
- Brand fit
- Brand personality and values
- Brand recall
- Category differentiation
Get in Touch
For more information about advertising market research from Brandspeak please contact us on : +44 (0) 203 858 0052 on at enquiries@brandspeak.co.uk
Qualitative Research
A broad range of face-to-face and online research approaches to explore the rational and emotional thoughts, needs and expectations of B2C and B2B customers in real detail.
Quantitative Research
Online, mobile and face-to-face methodologies for quantifying the needs, preferences and behaviours of B2B and B2C audiences.
Ethnography
In-the-moment observation of consumers undertaking tasks at home or on the move. Provides highly contextualised understanding of how and why consumers behave as they do.
Neuromarketing
Eye-tracking, facial coding and EEG tools for capturing, analysing and measuring the System 1, non-conscious, emotional responses of consumers to marketing stimuli.
Our Market Research Toolkit
Not surprisingly, we have a very extensive range of market research tools, each of which falls in to one of the four categories outlined shown here. Please click on the corresponding icon to learn more.
What Clients Say About Our Agency
- Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!
- Tom Green
- Marketing Manager | Industrials Group. Garner Denver Limited
- We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
- Strategy & Insight Manager | Animal Friends Insurance
- Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
- Tom Suberg
- IT Project Manager at J.H. Tönnjes E.A.S.T. GmbH & Co. KG
- From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
- Verity Kimber
- EU Transition Manager, SHOTT Beverages
- From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
- Leading life and pensions provider
- It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.
- DLKW
- We worked with Brandspeak on some qualitative research for a significant redesign of our products and our brandmark. Their approach was extremely professional, they took the time to clearly understand the brief and overall were very informed in the world of research. I wouldn’t hesitate to recommend them or use them again in the future.
- Victoria Leigh-Pearson
- Director, Group Sales & Marketing, John Ross Jr (Aberdeen) Ltd/Coln Valley Smokery Ltd/PR Foods
- Working with Jeremy from Brandspeak has opened my eyes to how powerful good quality quantitative data can be to inform and drive better business decisions.
- Adrian Chatterton
- UK Product Manager, Spine & Orthobiologics, Stryker
- Brandspeak were a pleasure to work with. They're extremely helpful and professional and truly experts in everything they do. They were able to help us and provide valuable knowledge throughout the entire process, from helping curate survey questions, carrying out the research and feeding back the results in a clear and proficient way, all with exceptional communication. Thank you Mark Bagnall and the Brandspeak team. Would recommend and definitely use again.
- Grace Hughes
- Blink
- We asked support for the Campaign Evaluation Research of our TVCM campaign. They organized and prepared everything on time, and we could get the necessary information as requested. Thanks to them, we could learn a lot of things and could improve our future marketing strategies. We are looking forward to working with them again!
- Tomoki Kawai
- Marketing Manger | Kikkoman
- Brandspeak are a fantastic market research partner. They tackle briefs head on and ask plenty of questions to make sure they fully understand the objectives, as well as challenge anything that could impact the quality of the research. They're good storytellers and presenters so it's very easy to understand their findings and share further with stakeholders. Would highly recommend.
- Samantha Neville
- Communications & Engagement Manager | NHS
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