'Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.' - David Ogilvy
The following notes on research are from Chapter 15 of the legendary 'Ogilvy on Advertising', one of my favourite books in the world.
18 of the miracles research can perform for you:
It can measure the reputation of your company.
It can estimate the sales of new products, and the advertising expenditures required to achieve maximum profits.
It can gauge consumer reactions to a new product, even in a conceptual state.
It can tell you how consumers rate a new product.
It can tell you what formulation, flavour, fragrance and colour will appeal to most consumers.
It can tell you which packaging design appeals to most consumers.
It can help you decide the optimum positioning for your product.
It can define your target audience.
It can identify the factors that most impact purchasing decisions.
It can identify what 'line extension' is likely to sell best.
It can warn you when customers are fatiguing on your products.
It can save you time and money.
It can identify the most persuasive 'promise' or 'claim'.
It can tell you which premiums work best.
It can tell you if your advertising communicates what you're trying to say.
It can tell you which creative will sell the most.
It can tell you how many people saw/read your ads, and how many people remember them.
It can settle arguments with facts.
All credit goes to David Ogilvy.