Limelight Insights by Shugoll has extensive experience helping advertising, PR, and media clients traverse the ever-evolving landscape of audience preferences and behavior. By using our proprietary product AdBeat, we design and execute studies that address even the small nuances and subtleties that can often make a very big difference in advertising effectiveness.
Advertising & Communications
A large part of our business is answering critical questions
and providing actionable direction.
Here are some of the questions Limelight Insights by Shugoll
has helped advertising and communications clients answer:
How can research help us identify, reach, and influence those audience segments that will be most profitable?
Identifying and understanding the customer is critical to the success of any communications campaign. Limelight Insights by Shugoll has extensive experience in developing profiles of customers and prospects for clients. Many of our clients require segmentation studies that size and profile potential audiences. Audience segmentation profiles are based on analyses of current and potential future usage patterns for products, lifestyles, and life stages, identifying benefits most important in driving product or brand interest and values or beliefs. Key segments are first identified and prioritized in terms of potential, their demographics, psychographics, attitudes, and media habits.
As companies increasingly rely on websites and collateral materials, it is imperative that these materials are easy to use, clearly written, and supportive of the overall brand position. To evaluate client websites, we conduct in-depth personal interviews or usability tests with key users to better understand their surfing patterns and behaviors, what sources they use to access sites, and how they navigate the client’s site, focusing on labels, navigation tools, and perceived content value.
To test collateral materials, we have used in-person and online focus groups and online surveys to determine audience reactions to format, design, content, length, and messaging.
Some clients opt to conduct research specifically for release to the media. This strategy can be very effective, and requires careful deliberation over the wording and phrasing of each question. Limelight Insights by Shugoll is experienced in working with public relations firms to develop surveys that will be most likely to elicit the desired press coverage.
In addition to employing the traditional advertising tracking studies that measure awareness, attitudes and behavior pre- and post-campaign, Limelight Insights by Shugoll also conducts quasi-experimental studies for national advertisers. These studies test campaign executions, media weights, and flight duration across selected markets and evaluate results against a control market. This provides our advertising clients with insights on the most cost- and communications-effective directions for a national rollout.
Limelight Insights by Shugoll understands the art — and the science — of testing advertising campaigns to ensure that the most compelling and effective messages are identified. We have developed AdBeat, a proprietary product that tests broadcast and print advertising concepts in a variety of forms (i.e., storyboards, animatics, print, and more) to understand how well the advertising touches on key emotional drivers and tangible benefits. In addition, this technique determines main message recall and the extent to which the advertising is appealing, believable, unique, and motivating. With AdBeat, Limelight Insights by Shugoll successfully identifies advertising campaigns and strategies that best meet clients’ communications objectives.