The term ‘research’ is not one I am incredibly fond of, but over the last couple weeks I have learned the importance of research as HRB worked on proposals for clients in various industries.
To build our proposals, research was required across the board. Whether it was creative, public relations, interactive, competitive or consumer research, it all brought the end product together. The research started with briefings on the brand and its attributes and overall industry. Then each of the team members worked on a part of the research in an area of their expertise and reported back in status meetings. As the research continued, our knowledge base of the industry and brand grew and our ideas were more focused to the needs and wants of consumers in the industry.
As I worked on competitor analyses, I thought of what attributes or benefits of the brand created a competitive advantage. At the end of the proposal process, I saw all the research come together and why is it was so important to look into all aspects of the competition, target audience and overall market climate.
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Research can help define the messaging to reach potential consumers, the channels to use and the positioning of the brand and increase the success of the brand moving forward. Additionally, the results of the research add credibility to suggested marketing actions in the proposal process because the ideas are backed up with facts.
While the term ‘research’ is still not a favorite of mine, I have now seen its importance in marketing firsthand. I know as my career continues in marketing it will be something I will do before moving forward with any marketing actions, however, I may just use a synonym and call it an ‘investigation’!
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