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Marketing Research Transformation : From Old World to New

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
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7 Easy Steps To Planning A Creative Experiment

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 ●      

9 Easy Steps to Designing a Creative Experiment

SweepLift Promotion User Experience In a constantly changing world with evolving trends, running experiments is the only way to stay ahead of the curve. While running experiments sounds fairly straightforward, the use of a well-defined process separates a simple experiment from a creative one that can further develop into a worthwhile hypothesis. According to the creative experiment ideation framework, here are a few steps that can help you design a creative experiment. Experiment Name Adding clear names and dates will help your team, and others identify the experiment easily. This step is beneficial for teams that are working on multiple projects at the same time. Since many people will read the title, it is essential to choose every word with utmost care.  Research Whatever experiment you’re conducting, collecting reliable data is a must as it provides indisputable evidence. There are two types of data that you can collect for your experiment: Qualitative Data - Collected by using qu

Top Four Types of Creative Experiments

How do you find the perfect ad for your product line? Contrary to what television would have you believe, waiting for an epiphany with a notepad and a glass of scotch might not be the best way. Crafting the perfect campaign for your brand is a process that relies heavily on analytics and data. While it is still a very artistic process, there’s some method to the madness.  Creative experiments help you analyze and monitor audience engagement in real-time. Every creative experiment run at SweepLift is based on certain parameters. These parameters help streamline the experiment to get the most lucid and actionable data possible.  The ingenious madness of SweepLift creative experiments can be broadly classified into four types (based on the four most important parameters of a campaign). What are these? Read on to find out.    Types of creative experiments   1. Format based  Format-based experiments play around with everything that meets the viewers’ eyes. The framing, pacing, contrast, col

The New Quest to Measure Creative Effectiveness

  A great deal of concentration around the effectiveness of an ad is measured in things like how much attention and clicks it received, and what happened as a result of those clicks. But despite this methodology becoming the standard by which we measure ad effectiveness, the creative portion itself has been left in the dust.  When we talk about “measuring creatives”, a lot of attention goes into the effort it takes to produce it. How long did it take to craft the asset? What was the time spent in going from creative brief to the ultimate output?  If you asked a farmer selling oranges, “how long did it take to harvest them?” or “How much time passed from the point where the seeds were planted to where the orange trees began to grow?", he’d look at you like maybe you got hit too hard on the head with one of them. After all, none of those things have anything to do with why people buy oranges, and yet, no one is asking the real question -- how do they taste?  Creative Effectiveness