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In advertising, where every impression counts and competition is fierce, the right advertising research can be the unsung advantage that leads brands to success. With it, marketers can understand their target audience, fine-tune their messaging, and ultimately make data-driven decisions to drive business growth.

At Athena Brand Wisdom, we've seen our fair share of triumphs and challenges in the realm of advertising research. In this blog, we'll dive into three common pitfalls to avoid in advertising research. We’ll share our point of view and some food for thought to guide a thoughtful approach to advertising research. Whether you're a seasoned marketing professional or just getting started, these insights can help you confidently navigate the intricacies of advertising research.

What Makes a Good Advertising Research Strategy?

Before delving into the pitfalls, let's first establish what constitutes a solid advertising research strategy. To be effective, your strategy should include clearly defined objectives, proper target audience identification, unbiased method selection, rigorous data collection and some mechanism for iterative improvement in the process.

Now that we have a foundation, let's explore some pitfalls to avoid on your journey to creating a successful advertising research strategy

Pitfall #1: Neglecting Emotional Impact Measurement

‍One of the most critical aspects of advertising research is understanding the emotional impact of your ads. In today's marketing landscape, where consumers are bombarded with messages, an ad must not only convey information but also evoke emotions. Emotional resonance is what sets memorable campaigns apart from forgettable ones.

Both positive and negative emotions can play a role in an effective and memorable ad. In fact, multiple emotions along a story arc where a problem is resolved, even in as few as thirty seconds, is the beginning of a winning approach. But what are the ways these emotions can be measured to predict a better outcome for the brand?

Measuring the Emotional Impact of Your Advertisement

Quantifying emotions might sound like a daunting task, but it's essential for effective advertising research. We’re all human, and regardless of how we try to convince ourselves otherwise, we buy emotionally. While reason may figure into the equation, the emotional reaction to advertising has an exponential effect on creating the desired effect and driving revenue when done correctly. Here are a few methods to consider:

Facial Expression Analysis

Facial recognition technology tracks the emotional responses of viewers as they watch an ad. This provides real-time data on how different moments in your ad affect emotions.

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Neuroimaging

‍Neuroimaging studies using fMRI or EEG technology can measure brain activity and identify which parts of the brain are activated by your ad. This information can be compared to the desired outcome and more carefully guided changes to tap into your audience's subconscious reactions.

Surveys with Open-Ended Questions

‍A quick and relatively inexpensive way to gauge emotional response to an ad is to ask the audience directly. Respondents can view the ad directly, followed by a few questions and an opportunity to complete open-ended questions. This will give you good quantitative data at scale but with some qualitative feedback for analysis.

Focus Groups

‍For a deeper understanding of cultural context or specific reactions within certain demographics, seeing and hearing emotional reactions from actual people in different places can be a powerful way of understanding emotional reactions to ads.

Regardless of the method chosen, if we neglect to measure emotional impact, we increase the risk of missing the essence of what makes advertising truly powerful. 

Pitfall #2: Overlooking the Power of Qualitative Research

‍In the age of big data and analytics, some marketers might be tempted to focus solely on quantitative research methods. While quantitative data provides valuable insights into trends and patterns, it often fails to uncover the "why" behind consumer behavior. This is where qualitative research shines.Qualitative research methods, such as focus groups, ethnography, and in-depth interviews, offer many advantages. They provide deeper contextual and cultural insights that shed light on the deeper “Why?” behind consumer motivation. Qualitative research methods are also exploratory, which allows for the uncovering of unmet consumer needs, which can provide interesting opportunities for competitive advantages. Qualitative research also provides adequate time and space for effective message crafting, which is imperative for more effective and personalized campaign copy.

Pitfall #3: Ignoring the Benefits of Mixed Methodology

Another common pitfall in advertising research is the tendency to rely solely on one research method, be it quantitative or qualitative. While every approach has its strengths, combining more than one theme in a mixed method can provide a more comprehensive and accurate understanding of consumer behavior. A mixed-method approach allows for the triangulation of data and can bring larger themes, trends and ideas into focus. The holistic analysis then creates meaningful and highly targeted recommendations grounded in data-driven insights and consumer narratives.

As we work to maximize ROI, enhance creativity, stay current with changing markets, reduce risks and build strong brands, advertising research is an important key to success. Navigating the world of advertising research can be challenging, but the reward is not only in creating a successful ad but also knowing why the ad was so successful. Over time, a deeper understanding and connection to your target market means greater ease and predicting advertising ROI.

At Athena Brand Wisdom, our experienced team understands what’s at stake with each advertising campaign. Armed with a well-defined strategy, a commitment to measuring emotional impact, an appreciation for qualitative research, and a willingness to embrace mixed methodology, we help brands navigate challenges and achieve remarkable results.