“The synthesis of two research methodologies allows us to challenge assumptions and dig deeper to uncover hidden insights marketers need to effectively engage consumers,” says Maura Hanley, President, BigReach Learning Inc.
Toronto, Canada (PRWEB) June 02, 2011
FACESofCHANGE combines panel based surveys plus one-on-one video interviews of consumers to arm marketers with actionable insights into the changing relationships between people, media and brands. BigReach Learning capitalizes on proprietary digital asset management technology to synthesize and share results. This unique and powerful research tool gives marketers the breadth and depth of information they need to build more effective marketing communication plans.
“The synthesis of two research methodologies allows us to challenge assumptions and dig deeper to uncover hidden insights marketers need to effectively engage consumers,” says Maura Hanley, President, BigReach Learning Inc. “and by video recording our interviews, we bring unique findings to life and tell compelling stories about what our insights mean for marketers.”
Results of the inaugural study: FACESofCHANGE: Youth, were presented May 30th at the Marketing Research and Intelligence Association Annual National Conference. Sample videos can be viewed at http://facesofchange.tv. Some of the findings of this study of 18 to 24 year olds included:
- 18 – 24 year olds belong to a mix of virtual and real world groups and communities: online special interest/hobby (29%), religious (30%), online multiplayer gaming (30%), school club (30%), social networking (78%). However, when interviewed, the first thing young adults want to talk about in terms of community is their volunteer activities. 66% of 18 to 24 year olds volunteer. Marketers must consider the level of engagement students have with a community before making an investment.
- While 76% of young adults surveyed claim to be concerned about online privacy, one on one interviews revealed that safety and reputation are the real concerns. Most 18 to 24 year olds accept the use of non-personally identifiable information by advertisers as common place and are receptive to seeing ads targeted to their interests. Marketers must take advantage of online targeting technologies to engage this group.
- Young adults most often notice ads where they cannot be avoided (public transit, online video pre role) and where they are targeted to their interests (facebook). They most often recall ads that appeal to their passions. Marketers relying on audience data alone to select media will not be effective in reaching this target group.
For more information, research study themes, and interview requests, please contact Maura Hanley, President, BigReach Learning Inc. at maurahanley(at)bigreachlearning(dot)com or 416-568-7510.
About BigReach Learning
BigReach Learning Inc. provides training and consulting in integrated communications/channel planning, digital strategy development and marketing performance analytics. The company launched FACESofCHANGE http://www.facesofchange.tv to improve the understanding of the relationships between media, people and brands and provide marketers with the insights needed to build more effective marketing communication plans. For more information, visit http://www.bigreachlearning.com or call 416-568-7510.