We are much more than a number.
Qualitative Analysis
Today, thanks to quantitative techniques, we have identified our target audience — we know who they are, how many there are, what they do, and where they are. But we need to go further to connect creatively with their emotions.
To uncover a BIG IDEA, we want to understand how they think and the deeper reasons behind their behavior, so we can reveal the most relevant actionable insights. Because an ad is only effective if it moves your brand forward in line with the intended strategy.
How can we also help you through advertising research?
If you don’t yet have all the answers for the advertising brief, don’t worry. We offer to find them at the beginning of the creative process through “Early Stages” research.
Understanding the Consumer
Qualitative analysis provides deep insight into consumer behavior, preferences, and motivations — beyond the numbers.
Testing Ideas
The importance of testing lies in evaluating whether the efforts made in creating a new brand — in terms of naming and visual identity — as well as developing the advertising message and its execution, are aligned with our audience and help achieve the objectives we have set.
Why conduct a PRE-TEST?
- To confirm comprehension — ensuring the audience understands the brand, the message, and the creative work, identifies with it, and retains it.
- To determine the impact and suitability of the brand or message, as well as the appropriateness of the selected touchpoints or communication methods.
- To detect barriers that may arise in response to the proposed creativity, whether at brand or advertising level.
- To identify the effect the proposed creativity has on purchase motivation.
Why conduct a POST-TEST?
- To measure recall levels, whether spontaneous or aided.
- To measure brand or message penetration in order to assess reach.
- To obtain an overall evaluation and identify strengths, weaknesses, and changes in attitude toward the brand or product.
- To determine the rational and/or emotional impact of the proposed creativity and whether it has improved purchase likelihood.
Methodology
Whether for creating a new brand, updating or repositioning an existing one, or even launching a new campaign, the steps in our analysis method are as follows:
1
WE PLAN
Together with the client, we analyze the needs and objectives driving the analysis, as well as the tools we will use to shape an initial research brief — independent from the higher-level project brief.
2
WE DEFINE
Based on the previous conclusions, we assemble an ad-hoc working team alongside our strategic partner GfK (an NIQ Company) and define the research strategy.
3
WE IDENTIFY
At this stage, we identify markets, participants (consumers or non-consumers), and the research tools for data collection (focus groups, in-depth interviews, online ethnography…).
4
WE SELECT
We conduct a rigorous participant selection process through GfK’s global network of professionals in each market worldwide.
5
WE COLLECT
According to the defined research strategy, we gather information through the agreed methods and store it for analysis. The client can monitor and follow the process at all times — either in real time or deferred within an agreed timeframe.
6
WE ANALYZE
Once all data has been collected, it is analyzed by the professional teams at GfK (an NIQ Company) and Amundsen to draw conclusions and prepare the final report.
GfK, a strategic and flexible partner supporting our goals as a creative agency
Through an agreement with GfK – An NIQ Company, a firm specialized in market research and consumer insights that integrates new methodologies and advanced data analytics across all sectors, we offer qualitative research as a complementary service. Our goal is to reduce the margin of error in early stages, based on real consumer information.
Why do we partner with GfK to better understand people?