New Approach To Consumer Research Promises “better, Braver Brand Advertising”

Nov. 12, 2010 - PRLog -- A new approach launched this week by customer insight specialist Engage Research, which works with leading brands in the drinks, consumer goods and media sectors, promises a more inspiring approach to the development of creative advertising which, in turn, will help brand marketers and advertising agencies to deliver better, braver brand advertising.

Promoting the theme that for advertising to break the mould, the approach to research needs to be different, Engage’s ‘Evolve Creative’ programme has applied the agency’s considerable experience in new product development and brand communications to the creation of a new research process, which draws on semiotics, workshops and immersion sessions and applies an ‘ideation toolkit’ drawn from the agency’s work in new product development to the process.

“One of the most common moans we have received from clients and agencies alike is that
research is often applied too late to inspire the kind of real creativity that breaks the norms
and achieves stand-out for the brand,” explains Alexa Arrowsmith, Engage
Research’s Brand and Communications Director.

“Ordinarily, an agency wouldn’t talk to consumers until they have two or three options for advertisements already story-boarded. We are saying take this back earlier in the process and let the consumers give you the inspiration for genuinely creative advertising. This is really taking what is the norm for new product development and crossing it over to brand and communications activity.”

And, Engage Research claims, the timing couldn’t be more appropriate.

“There are very few really poor advertisements, these days,” explains Andy Barker, Engage’s Qualitative Research Director. “ But a huge majority are just okay and if you’re going to create stand-out for your brand in the current economic climate – particularly when your brand may be competing with own-label or heavily discounted or promoted competitors - for many clients okay is just not going to cut it any more.”

Alexa Arrowsmith believes that working in partnership with the brand managers and the advertising agencies throughout this process will deliver a more informed campaign which ultimately will have an influence on the success of, not only the campaign, but also the product that is the subject of it.

“The development of our ‘Evolve Creative’ approach is an effort to assist clients and agencies in breaking the cycle of familiarity, using proven research techniques to fire up genuine creativity and achieve braver communications that is ultimately more successful for the brand.”

Ends.

About Engage Research
Engage Research offers a broad range of experience across brands, categories, markets & business issues using a wide range of research techniques in markets across the globe. The company has particular expertise in innovation, consumer & market strategy, brand and communications, pricing & conjoint research in the drinks and media sectors particularly.