SlideShare a Scribd company logo
we are fluent in explanation
Research-driven marketing activities
The basis for effective marketing activities
should be facts, not assumptions.
333
Market research objectives
• To learn who the recipients of the product or service really 

are - what are their motivations, where are the barriers, 

and what is the best way to reach them.
• To learn about the competition and use this knowledge 

to leverage both business plans and marketing
communication.
• To improve products or services to better suit the
customers' needs and market conditions.
• To examine current marketing activities and see 

how effective are they.
444
Examples of research topics
B2B B2C
•Brand awareness and in-depth brand image
(positioning including values and associations).
•Customer purchase goals in the next period.
•Customer satisfaction with services received.
•Potential new target market for the selected offering.
•Identification of the selection criteria used by the
customers.
•Identification of upselling opportunities on the
client's side (extension of the value chain).
•Preparation of a report important for clients 

(both research and PR objectives).
•Consumer expectations, buying habits and
preferences.
•Customer satisfaction with the services received.
•Testing of a new product on a sample group of users.
•Testing of the creative approaches for the advertising
campaign.
•Examining the reception of the campaign.
•Customers/ target audience values and ways of life.
555
Research techniques
CAWI (Computer Assisted Web Interview)
Quantitative research Qualitative research
UX tests
Secondary research analysis
NPS (Net Promoter Score)
CATI (Computer Assisted Telephone Interview)
IDI (Individual-In-Depth-Intreviews)
FGI (Focus Group Interviews)
Ethnographic research
666
Merging techniques for better results
• The process starts with market segmentation research based
on both quantitative and qualitative analysis.
• As one of the results, a set of profiles representing the most
typical clients/consumers is being created. It’s a comprehensive
view of their objectives, including their personal and
professional goals, barriers and motivations, media behaviour,
and experiences with similar products or services.
• Marketing/sales teams receive detailed reports on these
personas and take part in workshops to better understand
them and be able to channel this knowledge into marketing
approaches.
• Based on the personas, we create marketing and sales
strategies, produce content for advertising campaigns 

and design new products and services.
How we define buyer personas in B2B and B2C
777
Our case studies
Developing buyer personas for a pharmaceutical company
Commissioned by a renowned pharmaceutical company from Poland, 

we have charcterised doctors and pharmacists personas. In addition, 

we have also prepared profiles of users of a medical product category.
The project consisted of the following stages:
A. Internal expert interviews with pharmaceutical representatives 

and members of the marketing team.
B. Nationwide quantitative research on a group of potential users 

of the tested product category.
C. Qualitative research among users.
D. Qualitative research among pharmacists and physicians.
The result was a segmentation of clients, doctors, and pharmacists. 

For each of the segments we have prepared a profile that featured all 

all the distinctive characteristics important in the sales and marketing 

processes. To deploy the personas in the marketing and sales 

department, we have also conducted training sessions and 

internal presentations for the employees.
888
Middle East-focused consumer research for a beauty brand
As part of marketing activities a leading Polish cosmetic brand looking to
expand to the Middle East, we have conducted a fully qualitative study 

on a group of consumers from the UAE, Kuwait and Saudi Arabia, as well 

as foreigners living in the Gulf region.
Thanks to the research, we were able to identify and understand the needs
and habits of local consumers, which turned out to be completely different
from the users of the same product category from Poland.
The project consisted of the following stages:
A. Secondary research.
B. Creating research questionnaires.
C. Recruitment and interviews.
D. Analysis and strategic recommendations.
Our case studies
999
To aid the Middle Eastern Canon branch in their marketing efforts,
we have developed a series of region-specific reports:
• Government Insight Report, Middle East & Africa,
• 3D Printing Report, Middle East 2017,
• DMO Insight Report UAE.
To create these documents, we have used secondary research 

analysis techniques, including data integration, and also conducted
telephone interviews with experts from respective subject areas.
Our commitment went beyond the research stage. We also took 

care of the design and distributed the reports as part of the lead
generation and brand awareness campaigns.
Insight reports for Canon Middle East
Our case studies
For us, the project does not simply end
with the delivery of a research report.
111111
Basic stages of the research process
Establishing objectives
Collecting the data
Analysis and recommendations
Implementing the results
1
Designing the research process
based on a client brief —
selecting relevant research
techniques to meet their needs
and expectations.
2
3
4
Research implementation in
accordance with methodological
approaches: qualitative research,
quantitative research, or a
combination of both.
Data analysis and reporting
featuring strategic
recommendations.
Implementation of production/
marketing/ advertising activities
based on the results obtained.
121212
Research-driven marketing activities
• Upgrade products and services.
• Improve branding activities.
• Understand the market and competition.
• Reach the right audiences with the right
messages.
• Measure and optimise your marketing
campaigns.
• Identify business and marketing opportunities.
• Find new ways to approach audience/ customers.
• Establish new channels for marketing
communication.
• Build new advertising platforms.
• Test various approaches to marketing or
communication and choose the best scenario.
• Refrain from developing products or campaigns
based on wrong assumptions.
CREATE NEW ONES
MAKE BETTER DECISIONS
IMPROVE THE EXISTING IDEAS
Learn more at www.clipatize.com
We are B2B marketing agency 

with offices in Warsaw and Dubai.
We leverage content-driven communication to achieve our
clients’ business goals. We believe in meaningful communication.
WE ARE FLUENT IN EXPLANATION
Thank You!
Jakub Lebuda
jakub@clipatize.com
+48 508 436 148 | +971 568 353 899
Marcin Drabek
marcin.drabek@clipatize.com
+48 505 809 476

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Research-driven marketing activities by Clipatize

  • 1. we are fluent in explanation Research-driven marketing activities
  • 2. The basis for effective marketing activities should be facts, not assumptions.
  • 3. 333 Market research objectives • To learn who the recipients of the product or service really 
 are - what are their motivations, where are the barriers, 
 and what is the best way to reach them. • To learn about the competition and use this knowledge 
 to leverage both business plans and marketing communication. • To improve products or services to better suit the customers' needs and market conditions. • To examine current marketing activities and see 
 how effective are they.
  • 4. 444 Examples of research topics B2B B2C •Brand awareness and in-depth brand image (positioning including values and associations). •Customer purchase goals in the next period. •Customer satisfaction with services received. •Potential new target market for the selected offering. •Identification of the selection criteria used by the customers. •Identification of upselling opportunities on the client's side (extension of the value chain). •Preparation of a report important for clients 
 (both research and PR objectives). •Consumer expectations, buying habits and preferences. •Customer satisfaction with the services received. •Testing of a new product on a sample group of users. •Testing of the creative approaches for the advertising campaign. •Examining the reception of the campaign. •Customers/ target audience values and ways of life.
  • 5. 555 Research techniques CAWI (Computer Assisted Web Interview) Quantitative research Qualitative research UX tests Secondary research analysis NPS (Net Promoter Score) CATI (Computer Assisted Telephone Interview) IDI (Individual-In-Depth-Intreviews) FGI (Focus Group Interviews) Ethnographic research
  • 6. 666 Merging techniques for better results • The process starts with market segmentation research based on both quantitative and qualitative analysis. • As one of the results, a set of profiles representing the most typical clients/consumers is being created. It’s a comprehensive view of their objectives, including their personal and professional goals, barriers and motivations, media behaviour, and experiences with similar products or services. • Marketing/sales teams receive detailed reports on these personas and take part in workshops to better understand them and be able to channel this knowledge into marketing approaches. • Based on the personas, we create marketing and sales strategies, produce content for advertising campaigns 
 and design new products and services. How we define buyer personas in B2B and B2C
  • 7. 777 Our case studies Developing buyer personas for a pharmaceutical company Commissioned by a renowned pharmaceutical company from Poland, 
 we have charcterised doctors and pharmacists personas. In addition, 
 we have also prepared profiles of users of a medical product category. The project consisted of the following stages: A. Internal expert interviews with pharmaceutical representatives 
 and members of the marketing team. B. Nationwide quantitative research on a group of potential users 
 of the tested product category. C. Qualitative research among users. D. Qualitative research among pharmacists and physicians. The result was a segmentation of clients, doctors, and pharmacists. 
 For each of the segments we have prepared a profile that featured all 
 all the distinctive characteristics important in the sales and marketing 
 processes. To deploy the personas in the marketing and sales 
 department, we have also conducted training sessions and 
 internal presentations for the employees.
  • 8. 888 Middle East-focused consumer research for a beauty brand As part of marketing activities a leading Polish cosmetic brand looking to expand to the Middle East, we have conducted a fully qualitative study 
 on a group of consumers from the UAE, Kuwait and Saudi Arabia, as well 
 as foreigners living in the Gulf region. Thanks to the research, we were able to identify and understand the needs and habits of local consumers, which turned out to be completely different from the users of the same product category from Poland. The project consisted of the following stages: A. Secondary research. B. Creating research questionnaires. C. Recruitment and interviews. D. Analysis and strategic recommendations. Our case studies
  • 9. 999 To aid the Middle Eastern Canon branch in their marketing efforts, we have developed a series of region-specific reports: • Government Insight Report, Middle East & Africa, • 3D Printing Report, Middle East 2017, • DMO Insight Report UAE. To create these documents, we have used secondary research 
 analysis techniques, including data integration, and also conducted telephone interviews with experts from respective subject areas. Our commitment went beyond the research stage. We also took 
 care of the design and distributed the reports as part of the lead generation and brand awareness campaigns. Insight reports for Canon Middle East Our case studies
  • 10. For us, the project does not simply end with the delivery of a research report.
  • 11. 111111 Basic stages of the research process Establishing objectives Collecting the data Analysis and recommendations Implementing the results 1 Designing the research process based on a client brief — selecting relevant research techniques to meet their needs and expectations. 2 3 4 Research implementation in accordance with methodological approaches: qualitative research, quantitative research, or a combination of both. Data analysis and reporting featuring strategic recommendations. Implementation of production/ marketing/ advertising activities based on the results obtained.
  • 12. 121212 Research-driven marketing activities • Upgrade products and services. • Improve branding activities. • Understand the market and competition. • Reach the right audiences with the right messages. • Measure and optimise your marketing campaigns. • Identify business and marketing opportunities. • Find new ways to approach audience/ customers. • Establish new channels for marketing communication. • Build new advertising platforms. • Test various approaches to marketing or communication and choose the best scenario. • Refrain from developing products or campaigns based on wrong assumptions. CREATE NEW ONES MAKE BETTER DECISIONS IMPROVE THE EXISTING IDEAS
  • 13. Learn more at www.clipatize.com We are B2B marketing agency 
 with offices in Warsaw and Dubai. We leverage content-driven communication to achieve our clients’ business goals. We believe in meaningful communication.
  • 14. WE ARE FLUENT IN EXPLANATION Thank You! Jakub Lebuda jakub@clipatize.com +48 508 436 148 | +971 568 353 899 Marcin Drabek marcin.drabek@clipatize.com +48 505 809 476