This document discusses the value of research and what can be researched. It provides examples of how research findings can help advertising campaigns and provide new business opportunities by better understanding target audiences and identifying overlooked customer segments. Research improves services, generates more work, strengthens arguments, and is interesting. The document suggests starting research with products and then exploring demographic and psychographic factors to gain insights about audiences.

1. I know where you live: What is research, and what can it do?

4. ...seriously, that recognisable.

5. “ The Future’s Bright” was a success everywhere...

8. “ Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals” -Ogilvy, naturally.

9. Things are not what they seem:

10. Things are not what they seem:

11. Things are not what they seem:

12. Things are not what they seem:

13. Things are not what they seem:

20. ? wikipedia There have been tons of versions of Pepsi. A little research might stop them repeating mistakes. But they usually only do taste tests, and not test the emotional needs of the drinker.

21. [censored] Statistical research I can’t responsibly include.

23. “ Your TV spend is great, but we think CokeZone is generating success on its own merits too, and can prove it” Or something like that. The start of a new story for the client.

25. Before we start speaking, knowing the language the target speaks in is essential. (Because the client might not)

26. Before we start speaking, knowing the language the target speaks in is essential. (Because the client might not) If you were Swedish company Locum, how would you show some festive spirit?

27. They forgot their Swedish audience would be bilingual.

33. You’d have to dig. Start with the product, then do demographics and psychographics.

34. [again, inadmissable]

36. “ We think we’ve identified a specific segment of your customer base that isn’t buying as much as it could be” (so let’s make a DM for them, or adjust what we already have, or ask some more questions, or...) Another story, another chance for new business.

39. Threats. Or:

40. Thanks :) James Mitchell can be found @ http://interestedinpeople.blogspot.com