NSAC AD TEAM Researching industries, companies, consumers, and media trends

OBJECTIVES Identify strategies to avoid information overload. Identify specific tools and techniques for researching industries, companies, consumers, and media trends.

HOW YOU FEEL ABOUT RESEARCH?

RESEARCH IS MESSY

AVOIDING INFORMATION OVERLOAD

Formulate questions. What do I need to know? What evidence can I piece together?

Start with broad understanding. Strategize your approach to sources. Likely places to look Primary or secondary? Specificity? Regional, national, or international information?

Be open to where the path leads you.

Ask for help.

 "Alicia Martin's Book Cascade" by Inhabit is licensed CC 2.0

CONSUMERS Simmons OneViewMintel Reports

QUESTIONS ABOUT CONSUMERS Who is my target market? What are their attitudes?

STRATEGIZE YOUR APPROACH TO SOURCES Broad coverage of the product’s market Secondary market research reports at national level - Mintel Reports and Business Source Complete

Demographics of brand’s consumers Primary research down to regional level - Simmons OneView

Psychographics of product’s and brand’s consumers Primary research down to regional level - Simmons OneView Secondary reports at national level - Mintel Reports

SOURCES FOR CONSUMER RESEARCH http://guides.smu.edu/advertising/consumerdemographics Mintel Reports Simmons OneView AdMall (NSAC access only)

MEDIA TRENDSSimmons OneViewSRDSRedBooksAd$pender

QUESTIONS ABOUT MEDIA TRENDS What media is my target market consuming? What alternate media strategies should I consider? What media channels do the competitors use for advertising?

STRATEGIZE YOUR APPROACH TO SOURCES Media consumption demographics for the specific product (primary, regional) Primary research down to regional level - Simmons OneView

Trends in media, alternate media (secondary, national) Trade magazine articles - Business Source Complete, etc. Primary research – Simmons OneView Books

Media spending by company and brand (primary) Statistical sources – RedBooks, other statistical sources

Demographics of consumers of specific media channels (primary, maybe secondary) Primary information – SRDS

Case studies of specific media campaigns Trade magazine articles or business journal articles Books

SOURCES FOR MEDIA PLANNING http://guides.smu.edu/advertising/mediaplanningSRDSSimmons OneViewRedBooksAd$pender (NSAC access only)

INDUSTRIES, COMPANIES, BRANDS

NAICS codesBusiness Insights: GlobalPrimary sources

QUESTIONS ABOUT INDUSTRIES, COMPANIES, BRANDS What are the market challenges of an industry or company? Who are the competitors and what are their strengths or weaknesses?

STRATEGIZE YOUR APPROACH TO SOURCES Company or industry background information Secondary company or industry profile – Business Insights: Global, ABI/INFORM, Business Source Complete

Company website Current market challenges and trends Annual reports SWOT reports Trade magazine articles Reports and research from professional associations

SOURCES FOR COMPANY, INDUSTRY RESEARCH http://guides.smu.edu/advertising/companyinfo http://guides.smu.edu/c.php?g=332843&p=2281371 Business Insights: Global Business Source Complete ABI/INFORM