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Advertising Research at 1Lotus Research

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1Lotus Market Research is an independent market research fieldwork agency assisting Market Research Companies, Market Research Fieldwork partners, Advisories, Consulting Firms, Outsourcing Firms, …

1Lotus Market Research is an independent market research fieldwork agency assisting Market Research Companies, Market Research Fieldwork partners, Advisories, Consulting Firms, Outsourcing Firms, Advertising Companies and Clients. 1Lotus Research conducts primary healthcare and non healthcare across Asia Pacific and MENA Region - viz. In Asia Pacific : India, China, Taiwan, Singapore, Hong Kong, Malaysia, Japan, Thailand, Indonesia, Vietnam, Australia and Sri Lanka and In Middle East Region : UAE, Abu Dhabi, Saudi Arabia, Jeddah, Riyadh, Kuwait, Qatar, Bahrain, Oman, Egypt, Philippines and Turkey

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  • 1. Advertising Research
  • 2. About Us 1. 1Lotus Market Research is an independent market research fieldwork agency assisting Market Research Companies, Market Research Fieldwork partners, Advertising Companies, Media partners, Advisories, Consulting Firms, Outsourcing Firms and Clients. 2. We are a team of experienced market research professionals - practitioners of high degree of innovation, actionable solutions in tactical and strategic market research fieldwork at Asia Pacific and Middle East countries 2 1Lotus Marketing Research Services | Advertising Market Research
  • 3. Advertising Research 1. What makes consumers choose, buy and invest in some products/services and not others? 2. Why do consumers prefer some brands over others? 3. What makes them do so? what are the perceptions of targeted consumers? Which are the motivators and barriers responsible? 4. Why do designs fail? What is design failure ? How does this play a role? 5. Do print ads, hoarding ads, online ads and TV commercials actually influence consumer’s behavior pattern? In an effort to know about answers to these questions, advertising research and strategies comes in picture. 3 1Lotus Marketing Research Services | Advertising Market Research
  • 4. Advertising Research | contd. 1. At current scenario (and in the past), various diverse research methodologies, tools and strategies - psychological, social, and cultural – helped advertisers understand consumers behavior, pattern, perceptions, assess and Heuristic methods to the effectiveness of advertising messages directed to them. 2. As the words suggest, Advertising Research is a type of research that is conducted in order to develop the efficiency of advertising, advertising campaigns and involves various of research techniques. This type of research can focus on different issues concerning advertising such as its general basic terms, issues and how consumers perceive information from advertisements. 3. Various types of research conducted in an advertising campaign are always tailor made by 1Lotus Research to serve the requirements of those who produce the ads as well as the interests of the clients whose products (or concepts or services) are to be promoted. 4 1Lotus Marketing Research Services | Advertising Market Research
  • 5. Advertising Research Illustrations 1. A client who seeks to direct messages to a very specific target group of consumers and needs to know if the ads are effective with that group. 2. Another end client may need assistance determining which groups of consumers are most likely to buy the products they offer. 3. A third client may ask for detailed information about what consumers recall about the company's ads. 4. A fourth client may ask why consumers do visit our website but land-up frustrating and not finding the right product. Advertising research is directed toward answering such questions as these. Because the questions differ from campaign to campaign, no single research methodology and strategy can work for every situation. Confidential5 1Lotus Marketing Research Services | Advertising Market Research
  • 6. How research is initiated  At this point the advertising agency takes over the research process while continually consulting and informing the client company and a research agency.  The research conducted is likely to include some or all of the following: in-depth interviews, focus groups, demographic profiles of consumers, psychographic profiles of consumers, ethnographic studies, and input by persons working within the agency (account planners) and research agency team. Confidential6 1Lotus Marketing Research Services | Advertising Market Research
  • 7. Market Research @ 1Lotus 7 1Lotus Marketing Research Services | Advertising Market Research
  • 8. Quantitative Research MR @ 1L 8 1Lotus Marketing Research Services | Advertising Market Research
  • 9. Quantitative Research 1. Face to Face Interviews (F2F); Personal Interviews: The face-to-face interview is an interactive session conducted with an interviewee ( who is a pre-selected target ) by an experienced researcher. 2. Self Competition Interview As the phrase suggests, respondent themselves complete the questionnaire 3. Central location tests (CLT) / Hall tests Central Location Test (CLT) is one of in which the research is conducted in a premises (a pre-selected venue). Consumers would be recruited to participate, invited to the venue and the research would be conducted and completed at that time 4. Computer aided telephonic interviews (CATI) Computer-assisted telephone interviewing (CATI) is a telephonic interviewing technique in which the questionnaire is programmed in a CATI software, which has very high accuracy in place. ConfidentialMR @ 1L 9 1Lotus Marketing Research Services | Advertising Market Research
  • 10. Qualitative Research MR @ 1L 10 1Lotus Marketing Research Services | Advertising Market Research
  • 11. Qualitative Research 1. One to One Interviews ( In-depth interviews ) (telephone, face-to-face, in-facility/in-Clinic) Qualitative in-depth interviews are unstructured (or loosely structured) to assists us to collect open ended responses, which are further analyzed. 2. Focus Group Discussions, Gang Surveys In focus group discussions usually 8 to 12 people are invited to participate in the group who fit the profile of the target group or consumers. It’s an interactive session led by a moderator and the people invited. Same sessions in smaller quantum could consists of two interviewees (a dyad) or three interviewees (a triad) or a lesser number of participants (known as a mini-group) or a gang survey ( in which 20-30 people participate at a time). 3. Observational & Ethnographic interviews In observational & Ethnographic interviews, data collection is often done through participants observation, interviews, questionnaires, etc. We typically evaluate as such how a targeted respondent behave, act and perfo0rms tasks in his/her day to day activity. ConfidentialMR @ 1L 11 1Lotus Marketing Research Services | Advertising Market Research
  • 12. Qualitative Research 4 Projective Techniques 1. Projective techniques are basically unstructured prompts or stimulus that encourage the respondent to project their underlying perceptions, motivations, beliefs, attitudes, or feelings onto an ambiguous situation. Typically there are several types of projective techniques which could applied- 2. Word association - say the first word that comes to mind after hearing a word 3. Sentence completion - respondents are given incomplete sentences and asked to complete them 4. Cartoon tests - pictures of cartoon characters are shown in a specific situation and with dialogue balloons - one of the dialogue balloons is empty and the respondent is asked to fill it in 5. Story completion - respondents are given part of a story OR an act and are asked to complete it 6. Thematic apperception tests - respondents are shown a picture (or series of pictures) and asked to make up a story about the picture(s) 7. Role playing - respondents are asked to play the role of someone else - researchers assume that subjects will project their own feelings or behaviors into the role ConfidentialMR @ 1L 12 1Lotus Marketing Research Services | Advertising Market Research
  • 13. One Way Mirror Viewing Facility 13 1Lotus Marketing Research Services | Advertising Market Research
  • 14. Online Research MR @ 1L 14 1Lotus Marketing Research Services | Advertising Market Research
  • 15. Online Research 1. Web Based Survey Web based surveys are typically programmed on a online tool. The survey instrument could be quantitative, a structured or semi structured interview. A unique link with unique respondent id. is shared with the target audiences. 2. Online Focus Groups Online focus groups offer a fast quick turn around, efficient and competitive way to conduct qualitative research online. The then recruited respondents are virtually bought together to participate in a focus group. 3. Online Bulletin Boards Online bulletin boards would slowly and steadily become the preferred means for qualitative research. We invite target respondents to bulletin board where they discuss on the topic and the questions put forward by a moderator and fellow participants. 4. Online Community managements In Online Community management, the participants pooled for a longer duration and an opportunity for networking and leadership opportunities, tools and resources is created. ConfidentialMR @ 1L 15 1Lotus Marketing Research Services | Advertising Market Research
  • 16. Usability Testing ConfidentialMR @ 1L 16 1Lotus Marketing Research Services | Advertising Market Research
  • 17. Usability Testing 1. User Experiences User Experience Design (UXD) is a broad term used to explain all aspects of a targeted respondents experiences with the system including the interface, graphics, industrial design (proto-types), physical interactions and the manual. 2. Types of proto-types Any industrial designed product, website, interface of a portal or any software application could be a proto-type. 3. User-centered design User-centered design can be characterized as a multi-stage problem understanding, evaluating and solving process that gives opportunities to designers to analyze and foresee, how the to be users are likely to use a product, but also to test the validity of their perceptions, assumptions and understandings with regards to user behavior in real world tests with actual users. ConfidentialMR @ 1L 17 1Lotus Marketing Research Services | Advertising Market Research
  • 18. Usability Testing 4. Applications The typical applications for Usability testing's could be as mentioned below:  Websites  Software applications  Products  Product packaging's  Colour, Finish & Pattern  Design Failures  In short, with anything that human interacts 18 1Lotus Marketing Research Services | Advertising Market Research
  • 19. Advertising Research @ 1Lotus MR @ 1L 19 1Lotus Marketing Research Services | Advertising Market Research
  • 20. Advertising Research @ 1Lotus 1. Recall Studies Recall in memory is usually referred to recall of brands, products, services, concepts,  etc. in research 2. Advertising product testing (pre- and post- testing, concept tests) This could be conducted for any ad concept pre and post release publicly. 3. Consumer satisfaction, Media Habits, Usage and attitudes As the title suggests, this research could be done to en-cash Consumer satisfaction,  Media Habits,  Usage and attitudes 4. Syndicated, tracking and omnibus studies We have capabilities to conduct syndicated, tracking and omnibus studies 20 1Lotus Marketing Research Services | Advertising Market Research
  • 21. Thank You so much for your time For further details: Please visit www.1lotusresearch.com or write back to info@1lotusresearch.com 1Lotus Marketing Research Services | Advertising Market Research