A significant amount of our marketing communications research is carried out in focus groups and interviews to find out how awareness is built because very often awareness is difficult to pinpoint.
While qualitative research may help find appropriate messages, we often need to have some measurements to tell us whether or not it will be effective. So, we seek to find out what proportion of the target audience think an ad is compelling, relevant, appropriate and clear, and whether the call to action is successful.
With the help of focus groups and one-to-one depth interviews, we take your potential customers through the promotional journey, which begins with awareness, leads to interest, and hopefully results in purchase.
At MRA Research our solution is to listen to your customers and potential customers. After all, these are the people who buy or may buy your products, so your communications must resonate with them.
Before we develop a communications strategy, we listen to the market first to work out what that strategy should be. Once the strategy has been developed, we listen to the customers and, either qualitatively or quantitatively, we refine and test the ads through our communications testing research before they are launched.