Advertising Research at 1Lotus Research

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
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1Lotus Marketing Research Services | Advertising Market Research

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.
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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.
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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

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

Market Research @ 1Lotus
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Quantitative Research
MR @ 1L 8

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

Qualitative Research
MR @ 1L 10

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.

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

One Way Mirror Viewing Facility
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Online Research
MR @ 1L 14

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.

Usability Testing

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.

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
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Advertising Research @ 1Lotus
MR @ 1L 19

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
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Thank You so much for your time
For further details:
Please visit www.1lotusresearch.com or write back to info@1lotusresearch.com

Advertising Research at 1Lotus Research

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