Using Market Research Data to Understand your Target Consumers and How to Reach Them

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Defining the Target and
Driving Your Strategy:Using Market Research Data to Understand your Target Consumers and How to Reach ThemDefining the Target and driving your strategy Pa g e 2
contents
Abstract 03
Introduction 03
MRI 04
comScore 05
BuzzMetrics 07
Pooling the Data to Guide the Creation of Strategy and Content 08
Conclusion 10
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abstract
A brand's media strategy needs to be built defined understanding of its target audience's on a solid foundation that is provided by an likes, dislikes, opinions, interests, and online acute understanding of its target consumer habits. With this comprehension of its target base. Utilizing market research tools like audience in hand, a brand can then determine those provided by MRI, comScore, and the best media strategy to engage for its BuzzMetrics can help a brand build a well- interactive marketing campaign.
introduction
An effective media strategy cannot be and BuzzMetrics can individually provide conceived from best guesses and broad veritable mountains of information. A brand generalizations made about a brand's target needs to be clear about the data that it audience. Hard facts are needed to drive the wants to have tracked and reported to avoid creative process both for the media strategy and its accompanying ad content.
Without market researchBrands will not find a shortage of tools to data, a brand's media strategy will be built on use to gather this data. For the purposes an unsteady foundation.of this white paper, three tools will be specifically focused on and discussed: MRI, comScore, and BuzzMetrics. Each of these analytical tools can be utilized by any brand information overload. By following a logical to pull valuable information about its target course that utilizes and integrates the data consumer base to help make sure its media the aforementioned "research trifecta" can strategy is built on the solid foundation of provide, however, a brand can build a well-reliable market research data. defined image of its target audience that in turn can help shape the media strategy for its Gathering and applying this data, however, interactive marketing campaign.can prove challenging. MRI, comScore,
Make It Green. www.LeapFrogInteractive.comDefining the Target and driving your strategy Pa g e 4
MRI
Using MRI, a brand can take a broad any of these ideal customers. The MRI data demographic like "white male" and break it helps the brand make sure its ad dollars are down into segmentation after segmentation appropriately spent.until this bland initial definition of the target consumer becomes enriched with demographic as well as psychographic information. By using MRI to narrow the MRI Helps define and
focus on a broad group of consumers, the refine the segmentation identity of the brand's target consumer base of a brand's target can be precisely articulated. consumers.
By giving a brand a better sense of the nature of its target audience, MRI can provide insight that helps directly with a brand's selection of The deeper sense of its target consumers the online destinations in which to invest its also lends itself to the creation of ad content campaign's budget. If MRI indicates that the for a brand's campaign. While not delving target consumers are interested in subjects into these individuals' opinions and attitudes, such as cooking and sports, the media spend the MRI data does provide a brand with a needs to be invested in websites that focus foundation on which to begin to build its on these subjects. marketing creative copy. Rather than content that attempts to connect with a wide swath of By focusing its ad spend on these specific "white male" consumers, the ad content can websites, a brand can better the chances be focused on the specific segme... [download for more]