Improve Advertising Effectiveness with Focus Groups and Depth Interviews

You may have heard the old saying about advertising effectiveness…

Half of traditional advertising doesn't work. And often businesses don’t which half is working. What a waste. It’s inexcusable.

If you subscribe to David Ogilvy’s big idea, then you also believe advertising must sell. That’s right. Sell, sell, sell. That’s it. Direct response advertisers understand ROI advertising. They measure advertising effectiveness.

But before you measure, you need to create and test ads. And you create and test with feedback from your target audience. It’s preliminary advertising research.

Focus groups and depth interviews can help with ad creation and testing. Here are some applications,

  • exploratory needs and wants assessment
  • brand or product positioning
  • ad concept testing

And you can use specialized qualitative methods including laddering and projective techniques to help with ad creation.

Laddering can help you with needs and wants identification and positioning. Laddering is powerful.

Projective techniques can help with identifying symbols, images, and metaphors that resonate with target segments.

Customers decide which ads work, not the creative director. Customer behavior is proof.

Use focus groups and depth interviews to improve advertising effectiveness.

Here are articles about qualitative research and advertising

How to Conduct Qualitative Advertising Research
Qualitative advertising research can help you create ads that sell. Discover how to create powerful ads with focus groups and depth interviews.

How to Write a Positioning Message
You can write a positioning message, using the findings from focus groups and depth interviews. Find out how to write a message that positions your product and brand.

Concept Test 7 Advertising Elements
A concept test in qualitative advertising research elicits reactions from respondents. Find out how to evaluate 7 elements in advertising, using focus groups or depth interviews.

How to Use Laddering in Qualitative Marketing Research
Laddering is a qualitative research technique to identify motivations and buying behavior. Find out how to do it and use it.

Practical Projective Techniques for Focus Groups
In qualitative marketing research, projective techniques explore associations with brands, products, advertising, and images. Find out about four practical projective techniques.

Advertising Marketing Research – What’s Your Website’s You – We Ratio?
On your website, speak to your customers’ interests, not yours. Here is a simple analysis for advertising marketing research.

Brand Advertising – Why You Need a Keyword Research Tool
Brand advertising cuts across online and off-line media. Find out how to use keyword research tools to optimize your brand campaigns.

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