Research
The Role of Research in Integrated Marketing Communications
Marketing research is the tool of choice for uncovering insights into your current and prospective customers, your competition and the other factors affecting your markets.
The role of research in integrated marketing communications and brand development can not be underestimated. It is a critical component within the framework of Wilkin Guge Marketing’s Brandus Operandi™ process; in fact, six of the ten steps have research and analysis components.
The research process undertaken by WGM includes the analysis of existing secondary data as well primary research conducted with brand development and execution in mind. Initiatives are either quantitative or qualitative in nature depending upon your needs. At WGM, research does not exist in a vacuum; instead it is viewed as a continuous process. As campaigns take shape, the research focus shifts toward analytics allowing us to have a strong sense of how campaigns measure up against target goals.
- Brand touchpoint analysis
- ROI Tracker™
- Qualitative studies
- Quantitative studies
- Industry analysis
- Competitive analysis
- Focus groups
- Consumer surveys
- Employee surveys
