Marketing research has evolved a lot over the past couple of decades. Most great 21st-century businesses attribute a significant part of their success to extensive marketing campaigns that are in large part driven by marketing research. In most cases, however, these campaigns have been a trial and error process that costs businesses hundreds of thousands to millions of dollars. While it is essential to divert a sizable portion of your company’s budget towards marketing, it is equally important to make sure this money is being spent effectively. Older marketing research mechanisms were more random and advice-based than any marketer would like them to be. But how exactly did these mechanisms function? Let's have a brief look. Old World Marketing Research Old world (early) marketing research mechanisms made use of primary market research. The said product/idea was tested among the general public in various ways to gather research data. This data was then condensed to form reports t
Because of the different moving parts involved in the process, planning a creative experiment can be complicated. Therefore, to build a winning experiment, one needs to know the creative experimentation process and how to refine the idea and break it down into practical steps. In this article, we will talk about seven easy steps that will help you plan a creative experiment by refining your experiment idea with the help of an experimentation roadmap. Let’s get started. 1. Campaign Details Listing out the campaign details from an upcoming campaign brief will help you organize your data collection process for the campaign. This will also help you evaluate the details and prioritize them according to your requirements and objectives. Moreover, this will ensure that you don’t forget any crucial elements. Consider listing out the following information about the upcoming campaign that you will be pre-testing your creative and collecting insights for: ● Campaign Name ●