Alternative Designs Company BannerAlternative Designs
1812 Ulysses Street NE
Minneapolis, MN 55418
Tel: 612.824.0607
Market Research
    Research:

    1. Know Your Target Market
    The group selected by marketers as the best prospects.

Matures 1901 to 1945 The Silent Generation
Survivors of the Great Depression and two World Wars, Matures are conservative spenders who raised their families while younger themselves. They are conformists, have a strong sense of duty and know how to be team players.
Baby Boomers 1946 to 1964 Baby Boomers
Great acquisitors, the Baby Boomers are unapologetic consumers, often newly liberated parents ("Empty-nesters") with high disposable income. They are individualists who can be self-absorbed and fearful of aging (word and image sensitive) and are value-driven despite indulgences.
Generation X1965 to 1981 Gen X
Generation X is edgy, savvy, and diverse. Smaller in total numbers due to a decline the birthrate, once rebellious, they are now becoming an economic force. Alienated and alternative, Gen X is the first generation with great numbers of single parents and those having their children later in their life.
Generation Y 1982 to 2012Millenials
Generation Y or Millenials are technologically savvy, grew up in a media saturated world, are accustomed to sex, violence in the media and have always lived in a world with AIDS. Very diverse, one in three is not Caucasian, one in four lives in a single parent household, and three in four had a mother working outside the home.

    2. Identify Factors that Motivate Purchase Behavior
    1. Price
    2. Service
    3. Availability
    4. Convenience

    3. Maximize Unique Characteristics of the Brand with Secondary Research—Sources:
    1. Current Users: Simmons Market Research Bureau (SMRB, VALS)
    2. Demographics: Objective facts including Age, Life Cycle, Religion, Gender, Rent or Own, Occupation,
      Race, Nationality, Marital Status, Education Level, Family Size, State of Health
    3. Psychographics: Subjective opinion including Personality, Lifestyle, Ambition, Quality of Family
      Relations, Quality of Marital Relations, Interests, Attitudes, Level of Motivation
    4. Geographical Emphasis, Seasonality and Purchase Cycle:Neilson's Designated Market Area (DMA)
    5. Creative Requirements: (match message and medium)-Comp. Media Report
    6. Competitive Sales: Media Mark Research Inc. (MRI)
    7. Competitive Media: Leading National Advertisers (LNA)
    8. Competitive Public Relations: Information Resources Inc. (IRI)

        http://www.neilsen.com

        http://www.srds.com/index.html

        http://www.smrb.com

        http://www.cmr.com

    4. Create Powerful Positioning:
    Let Benefit or Value Sell the Product/Service...

    Positioning is the basic selling concept used to motivate consumers in selecting a given product over that of the competition.

    • Positioning sets a brand apart from competitive alternatives and makes it more desirable.
    • Positioning strives to carve a special niche in the marketplace and distinguish the product/service from competition.
    • Positioning establishes a convincing reason to buy the brand.
    • Positioning places the product/service in the mind of the consumer as preferred. (Perception is Everything—Perception is Reality!)

    Positioning includes...

      1. Attributes: Distinctive characteristics or product/service features
      2. Benefits: What the product/service can do for the target audience, it’s advantages
      3. Value: A need internal to a person, emphasis of positioning

    Solid positioning is single-minded and benefit/value oriented.

    Positioning Does...

      1. Keep Message Simple and Straightforward
      2. Understandable at a Glance

    If possible, take advantage of meaningful comparative/proprietary claims

    • Be Positive
    • Make Target Audience Feel Good

    Positioning Don'ts...

      1. Don't be wordy. Be simple
      2. Don't give ambivalent messages
      3. Never talk down to target audience
        Don’t tell target audience what to do
      4. Don't include perceived put-downs
      5. Never nag or preach
      6. Don't promote the category-Sell your Brand
      7. Don't talk to yourself. We have number one market share. Customers don't care, or respond negatively
      8. Don't use price (usually)
      9. Beware of forsaking existing customers to pursue new ones

    5. Develop Creative Strategy:

      1. Who is our Target Audience?
        (Demographics, psychographics, geographical characteristics)
      2. Where are we in the mind of the target consumer?
      3. They don't know us because, "_________________________________."
      4. Where is our competition in the mind of the consumer?
      5. Know your enemy.
      6. Where would you like to be in the mind of the target consumer?
      7. The impression you'd like to leave is, "____________________________."
      8. What is the Consumer Promise or "The Big Idea"?
      9. Positioning or focus of campaign in one brief sentence.
      10. What is the supporting evidence? "_______________________________."
      11. What proves the Consumer Promise?
      12. What is the tone of voice for the advertising? "______________________."
        e.g.: Warm, humorous, newsworthy, formal, or edgy, etc.


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