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 smallest of nuances and subtleties that can often make a very big difference in advertising effectiveness.
Advertising & Communications
Past market research studies have helped the following types of advertising and communication agencies learn more about their target audience’s needs and develop more effective messaging strategies to reach them:
- In-house Advertising and Marketing Departments (in health care, government, hospitality, and numerous other settings)
- Marketing Firms
- Advertising Agencies
- Public Relations Firms
- Digital Media Specialists
Limelight Insights has helped these organizations with full service design, analysis, and consulting across a multitude of research categories including:
- Strategy Development
- Creative Concept/Message Testing
- Communication Effectiveness
- Website Usability, User Experience (UX), & User Interface (UI) Testing
- Brand Positioning
- New Product Development
From larger agency clients to smaller, boutique communication clients, Limelight Insights has experience helping clients with brand name, logo, and slogan testing, message and tagline development, brand awareness, loyalty, and more by assessing messaging in the following platforms:
- Social Media Advertisements
- Digital Advertisements, including Mobile
- Print Advertisements
- Website Design
- Television and Over-the-top Streaming Commercials
- Out-of-home Advertising
- Direct Mail and Other Support Media
Limelight Insights Knows
Advertising & Communications Market Research
We are experts in all qualitative and quantitative research methodologies and offer a full range of consulting services for market research studies. This includes everything from study design and data collection, to data analysis and preparation of reports and presentations including actionable insights and recommendations.
Case Study: Sustainable Agriculture
Advertising Testing Research
Our team designed and implemented a qualitative research study with key influencers on behalf of an advertising agency and a large agrochemical and agricultural biotechnology company. We conducted in-depth interviews with policy elites (those in a position to make policy) and opinion influencers (those in a position to potentially influence the opinions of others) to understand their awareness of and familiarity with the topic of “sustainable agriculture” and to obtain reactions to three different print advertising concepts. The findings of the research helped the client select which of the three print campaigns was most preferred among the target audience. In addition, the research was used to identify key areas of opportunity to improve the preferred ad concept so the advertising agency could refine the campaign prior to launch and optimize in-market results.
A large part of our business is answering critical questions
and providing actionable insights that can inform a business’ or organization’s direction.
Here are some of the questions Limelight Insights has helped advertising and communications clients answer:
How can research help us identify, reach, and influence target audience segments that will be most profitable?
Identifying and understanding your target audience is critical to the success of your communications campaign. Limelight Insights by Shugoll has extensive experience in target market identification and segmentation. We can aid you in determining exactly who it is that your company is reaching/wants to reach by developing target market profiles of customers and prospects. These profiles are developed based on an analysis of:
- Current and/or future usage patterns for products
- Key benefits most important in driving product or brand interest and values or beliefs
- Key barriers that may be preventing customers/prospects from buying your product/service
- Key information relating to demographics, psychographics, attitudes, lifestyles, and media habits that may be impacting engagement with your brand
Are my communications tactics, such as websites, social media pages, apps, and other advertising and marketing materials effective?
As user experience becomes increasingly important in the marketing world, working to understand how your consumers and prospective consumers interact with you on your website, app, social media sites, and other communication materials also increases in importance. It is imperative that these materials are easy for consumers to find, to use, are clearly written, and supportive of the overall brand position. To evaluate clients’ communication materials, we conduct in-depth personal interviews and usability tests with key users to better understand their usage patterns and behaviors, what sources they use to engage with your materials, how they navigate your site/app, and key highlights/lowlights of usage of your app, website, etc.
In order to test advertising and marketing materials, we have used in-person and online focus groups and online surveys to determine audience reactions to format, design, content, length, messaging/copy, and overall effectiveness.
How can I be sure to get press coverage of this research?
Some clients choose to conduct market research specifically to release the results of the research 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, in-depth interviews, or focus groups that will be most likely to elicit the desired press coverage.
Is my communications campaign working?
We employ advertising tracking studies for integrated marketing communication campaigns or for various types of advertising and marketing materials (i.e., digital ads, social, print, outdoor/OOH, etc.) that measure awareness, attitudes, and behavior pre- and post-campaign. This provides our advertising clients with insights on the impact and effectiveness of their marketing strategy.
What is my most compelling message strategy?
What’s your key message? What is the one thing you want consumers to think, feel, or do as a result of exposure to your advertising campaign or from engaging with your brand or service? What compelling insight from your market research can be used to develop an effective message strategy that will influence consumers to do what you want them to do? All of these are challenging questions that Limelight Insights by Shugoll can help you answer. By spending time with your target audience members, testing product concepts or prototypes with them, or obtaining feedback on your creative, we can assist in developing a strategy that will aid you in effectively communicating with your target audience members.