ADV 318J Chapter Notes - Chapter 7: Projective Test, Design Thinking, Focus Group
Document Summary
7. 1: stage one: developmental advertising and ibp research: used to generate opportunities and messages, consumer insight: insight that occurs before the advertisement is published, may help prevent bad ads. 7. 1a: design thinking: newer way to look at the integration of research and product development, can help find out what the brand really means to consumers, potential consumers, and allows them to better create and shape brand meaning. 7. 1b: concept testing: concept test: seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury. Before launch, need to have an understanding of how the product fits current needs, how much they"re willing to pay. 7. 1c: audience profiling: lifestyle research, aio: (activities, interests, and opinions), research uses survey data from consumers who have answered questions about themselves. 7. 1d: focus groups: focus group: a discussion session with typically 6-10 customers who have been brought together to come up with new insights about the good or service.
