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ANA Insight Brief

Marketing Research: Helping You Connect with Consumers What’s Inside?

• • • • • • • • • • • • Overview: Enhancing Consumer Insights Data: The Ultimate Driver of Growth Getting the Most Quality Out of Your Qualitative Research Web Analytics and Measurement: Best Practices from Google Using Segmentation to Drive Strategy and Execution Developing a Research Roadmap for Green Marketing ANA Member Case Study: Gillette ANA Member Case Study: Autodesk ANA Member Case Study: USPS Sources: Take a Deeper Dive Related Resources: Further Your Learning About the ANA

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Overview: Enhancing Consumer Insights

An increasingly splintered media landscape has intensified the pressure on marketers to uncover new insights about their customers. According to the ANA’s 2007 HD Marketing in 2010: Sharpening the Conversation Research Report (conducted in conjunction with Booz & Company, the Interactive Advertising Bureau, and the 4As), 84% of marketers agreed that consumer insights were more important to their organizations in 2007 than they had been in 2002. A significant majority of respondents also indicated that their organization possessed the following five capabilities at the time: consumer primary research (80%), consumer third-party research (79%), competitive activity (79%), proprietary product/usage consumer research (64%), and consumer media behavior and use (61%). When asked about the requirements for “cutting-edge” consumer insights, sizeable portions of the respondents noted that the following three processes were in place at their organizations in 2007: “open channels for listening or reacting to customers’ needs and recommendations” (50%), “internal group tasked with sharing consumer insights across the organization” (50%), and “constant input from consumers into product development” (42%). Marketers answering the 2007 survey expected that in 2010, they would have “database integration” more than any other process.

Importance of...