Imagine this: you launch an advertising campaign with a substantial budget… but later discover that your message does not resonate with your audience, or that your brand does not truly echo in the minds of your customers. The result: a poorly optimised investment, sometimes even a financial loss.
The good news?
You can avoid this through rigorous marketing research, which provides you with powerful insights, reduces risks, and maximises your performance.
Understanding the health of your brand: the Brand Health Check
The foundation of any solid strategy begins with aBrand Health Check.
This study measures:
The perception of your brand,
Your positioning against competitors,
The engagement and satisfaction of your customers and prospects.
Without this clear vision, your strategic choices (pricing, communication, innovations, investments) are based on assumptions rather than certainties.
That is why institutions like Kantar remind us that marketing research is essential to anticipate behaviours and avoid risky decisions.
Segmenting to better target: the power of segmentation study
Knowing your audience means understanding who they are, but especially what triggers the purchase, what they value, what they expect.
A segmentation studysegmentationallows you to:
Identify high-potential customer groups,
Understand the perceived value of your offering,
Tailor your marketing messages to be truly relevant.
In retail, well-constructed segmentation can significantly increase ROI.
According to the study by AID, effective segmentation can take 4 to 6 months of work… but generates returns far exceeding initial investments.
Test your advertisements before launching them
Developing an advertisement is expensive. Broadcasting it is even more costly.
So why take the risk… without knowing if it will work?
Advertising tests allow you to validate key elements: Message,
Conveyed emotion,
Visual effectiveness,
Understanding,
Call to action,
And even the right media channel.
The platform
Cint also explains that advertising research can improve campaign performance while optimising budgets.
Ad hoc studies: your competitive advantage
Every business has specific challenges.
Sometimes it is essential to design a tailored study that addresses a specific issue:
Product launch,
Repositioning,
International development,
Testing an innovative concept,
Understanding a strategic segment…
Marketing research experts do not just collect data:
They transform these results into actionable recommendations directly applicable to your strategy.
The real impact of research on advertising effectiveness
Marketing research is not an “add-on”: it is a measurable lever.
It reduces risks, as demonstrated in studies by Kantar.
It improves customer understanding, as explained by ADA Global.
It allows you to maximise advertising effectiveness, according to Cint.
It optimises your pricing strategies, as highlighted by Three Brains Three Brains.
Scientific data proves it
Several solid academic studies reinforce this reality:
A study on 575 brands demonstrates that national advertisements increase the perceived quality, the perceived value and the satisfaction.
Read the study: arXiv – 575 brands
Research on Instagram users (Generation Y) shows that the perception of advertisements directly impacts the perceived value, the awareness and the brand associations.
Read the analysis: arXiv – Instagram ads
These works confirm a simple truth:
A successful advertisement relies on a deep understanding of your audience.
Conclusion: you have everything to gain
Any ambitious company should integrate a data-driven approach into its marketing decisions.
In an era where competition is intensifying and behaviours are evolving rapidly, marketing research is more than ever a major strategic advantage.
If you would like to discover how marketing studies (Brand Health, segmentation, advertising tests, ad hoc studies) can support the growth of your business, you can contact me at antoine.adalytics@gmail.com.
I would be delighted to discuss with you and help you transform your data… into results.