Will buy.
Will support. Will vote.
Will support. Will vote.
How does research into stereotypes
help to create communiсation campaigns
which change the behaviour of people?
How we are working?
RESEARCH CENTER "Target-research" and NADEZHDA DREVAL BUSINESS CONSULTING CENTER
We collect information about the stereotypes of target customers
We identify key stereotypes influencing the behaviour of target customers
We analyze guiding stereotypes and the ways in which they are interconnected
We launch communication campaigns which aim to influence target customers behaviour
Stereotype is a target client’s belief that affects his behavior.
Target customers include: guests, passengers, students, patients, investors, stockholders, leading edge personnel, the mass media, audience, readers, voters, specific social groups or just one person . These are the people whose behaviour we want to have an impact on.
How to attract a target customer?
Most of the time, our answer to this question is through the "On-Traffic Stereotype Collection" method
Why do we trust this method?
Key stereotypes are identified
after 80-100 traffic interviews
after 80-100 traffic interviews
While being interviewed, potential customers don't lie,make assumptions or pretend to be impressed
The hypotheses and speculation of clients do not play an important role
A large collection of data is not required. It makes it easier to control and saves time
The technology helps with: ascertaining the right time to carry out a survey, formulation of effective questions, creation of additional questions to reveal more details about clients while elminitating questions which distort information
Even if their prior assumtions are wrong, it has no impact on data obtained (If the research follows our method)
Researchers draw conclusions based on formalized qualitative and numerical indicators.
Within 15-20 minutes our clients can see for themselves that the data corresponds to the actual opinions of their actual target customers, and not that of some casual passersby. It is possible to organize some alternative types of control besides the ones granted by the contractor
Within 15-20 minutes our clients can see for themselves that the data corresponds to the actual opinions of their actual target customers, and not that of some casual passersby. It is possible to organize some alternative types of control besides the ones granted by the contractor
It is impossible to falsify this data
A client is advised of particular actions he should perform in order to accomplish an objective/goal
At the end of research clients don't get broad guidelines such as: "advertise for women", "minimize negative feedback", "attract wealthier customers". Instead, they get a checklist of actual steps: where, when, for how long and what kind of information to put out to achieve an objective
This type of marketing research is called "collecting stereotypes based on target streaming" and has existed for more than 20 years. It combines the advantages of qualitative and quantitative types of research: gives information about clients's established beliefs and motivations. It also shows the rate of stereotype prevalence, their ratios and available resources for their reinforcement or correction.
The research method "collecting stereotypes based on target streaming" is spreading quite slowly for two reasons:
- it requires a marketing specialist to be highly qualified in identifying objectives and grouping, as well as in the interpretation of data*
- up until recently this method hasn't been taught at Russian higher education institutions due to the inertia of the Education system in Russia and for the lack of qualified teachers; only in 2014 in Tomsk was the course "Marketing and Sales of Innovative Products" designed for RANEPA (The Russian Presidential Academy of National Economy and Public Administration) at the request of RUSNANO and the Tomsk Regionial Administration**.
The research method "collecting stereotypes based on target streaming" is spreading quite slowly for two reasons:
- it requires a marketing specialist to be highly qualified in identifying objectives and grouping, as well as in the interpretation of data*
- up until recently this method hasn't been taught at Russian higher education institutions due to the inertia of the Education system in Russia and for the lack of qualified teachers; only in 2014 in Tomsk was the course "Marketing and Sales of Innovative Products" designed for RANEPA (The Russian Presidential Academy of National Economy and Public Administration) at the request of RUSNANO and the Tomsk Regionial Administration**.
* Specialists of the Research Center "Target-Research" carried out more than one hundred studies of this type.
**Large amounts of research with thorough mistake analysis and data comparison are required for marketing specialists to master the implementation of this method with different objectcs . And while it is unachievable today in the frame of higher education, students (usually, marketing specialists and innovative companies CEOs) after finishing this course, successfully carry out express researches of this type at their companies.
**Large amounts of research with thorough mistake analysis and data comparison are required for marketing specialists to master the implementation of this method with different objectcs . And while it is unachievable today in the frame of higher education, students (usually, marketing specialists and innovative companies CEOs) after finishing this course, successfully carry out express researches of this type at their companies.
One individual research instead of several
- We only interview people who are in the process of purchasing a product or its equivalent, in order to only collect active and relevant stereotypes, as opposed to just familiar ones that have no affect on an interviewee's behavior;
- We use open-end questions (so that answers do not depend on our assumptions), simple ones (people are not forced into contriving impressive answers), short ones (they make getting answers possible even for the last questions, as people do not get tired during the interview)
- We record answers word-for-word, so that we can use these wordings to deliver information to target customers efficiently.
- We use open-end questions (so that answers do not depend on our assumptions), simple ones (people are not forced into contriving impressive answers), short ones (they make getting answers possible even for the last questions, as people do not get tired during the interview)
- We record answers word-for-word, so that we can use these wordings to deliver information to target customers efficiently.
How is an interview conducted?
- What are selection criteria used by target customers when they choose you or your competitors?
- Why do some of the target customers initially go to your competitors?
- Why do other customers come to you first?
- Why do some of the customers leave you?
- Why do some of the customers leave your competitors?
- What preconceptions about companies on the market do customers have?
- What preconceptions about goods/services are there?
- What can persuade a customer to change his/her behaviour?
- How well known are the companies providing any given services?
- Are the customers ready to purchase new goods/services? If not, then why not? If yes, then at what price?
- Why do some of the target customers initially go to your competitors?
- Why do other customers come to you first?
- Why do some of the customers leave you?
- Why do some of the customers leave your competitors?
- What preconceptions about companies on the market do customers have?
- What preconceptions about goods/services are there?
- What can persuade a customer to change his/her behaviour?
- How well known are the companies providing any given services?
- Are the customers ready to purchase new goods/services? If not, then why not? If yes, then at what price?
We get answers for all these questions immediately:
When we are dealing with complex cases…
In these cases, we are helped by traditional methods of sociological research: mainly quantitative surveys and expert interviews. We often use them in conjunction with stream polling to obtain enough data to make decisions.
At the same time, we almost never resort to surveys, focus groups and other methods of collecting information that carry a high risk of obtaining incorrect data.
What is our work comprised of?
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Step 1. Setting objecives
We determine what our clients need:
- to push up sales or brand awareness, to increase their audience on social-media;
- to test a new service or an innovative product;
- to get a project approved by higher authorities;
- to get investors or voters support
- to push up sales or brand awareness, to increase their audience on social-media;
- to test a new service or an innovative product;
- to get a project approved by higher authorities;
- to get investors or voters support
Step 2. Situation assesment
We identify what available resources a company can use to reach these objectives.
In some cases, a client is introduced to ways to do this without third-party assistance.
During this stage we also find out what information is required for the most efficient solution.
In some cases, a client is introduced to ways to do this without third-party assistance.
During this stage we also find out what information is required for the most efficient solution.
Step 3. Selection of tools
We select the most suitable forms of data collection that are needed to collate the required information within the budget and time frame.
Step 4. Field work
Data collection, grouping and analysis.
Research results are accompanied with guidelines letting clients to assess the efficiency of any solutions adressing the current issue.
These guidelines help to settle inconsistencies and align the work of departments: PR, Marketing, Advertising, Sales, HR, GR, Protocol and others…
Research results are accompanied with guidelines letting clients to assess the efficiency of any solutions adressing the current issue.
These guidelines help to settle inconsistencies and align the work of departments: PR, Marketing, Advertising, Sales, HR, GR, Protocol and others…
Step 5. Solutions development
As a result of research a client gets a list of specific solutions (30 minimum of the fastest and least expensive options) adressing the given issue.
Solutions cover:
- publicity forms and locations,
- messages content,
- messages frequency and exposure duration (not to be confused with media planning, as the solutions go beyond simple promotion in mass media).
Solutions cover:
- publicity forms and locations,
- messages content,
- messages frequency and exposure duration (not to be confused with media planning, as the solutions go beyond simple promotion in mass media).
Step 6. Carrying out an advertising campain
Copywriting, photography, design, makeup, programming, audio, video ads recording and controlled distribution...
The cost of campaign maintenance and advertising production goes down by 25% after a client recieves the results of the research (collecting stereotypes based on target streaming) performed by Nadezhda Dreval BCC. The effectivemenss of work with consultants improves too.
The cost of campaign maintenance and advertising production goes down by 25% after a client recieves the results of the research (collecting stereotypes based on target streaming) performed by Nadezhda Dreval BCC. The effectivemenss of work with consultants improves too.
Step 1. Setting objecives
We determine what our clients need:
- to push up sales or brand awareness, to increase their audience on social-media;
- to test a new service or an innovative product;
- to get a project approved by higher authorities;
- to get investors or voters support
- to push up sales or brand awareness, to increase their audience on social-media;
- to test a new service or an innovative product;
- to get a project approved by higher authorities;
- to get investors or voters support
Step 2. Situation assesment
We identify what available resources a company can use to reach these objectives.
In some cases, a client is introduced to ways to do this without third-party assistance.
During this stage we also find out what information is required for the most efficient solution.
In some cases, a client is introduced to ways to do this without third-party assistance.
During this stage we also find out what information is required for the most efficient solution.
Step 3. Selection of tools
We select the most suitable forms of data collection that are needed to collate the required information within the budget and time frame.
Step 4. Field work
Data collection, grouping and analysis.
Research results are accompanied with guidelines letting clients to assess the efficiency of any solutions adressing the current issue.
These guidelines help to settle inconsistencies and align the work of departments: PR, Marketing, Advertising, Sales, HR, GR, Protocol and others…
Research results are accompanied with guidelines letting clients to assess the efficiency of any solutions adressing the current issue.
These guidelines help to settle inconsistencies and align the work of departments: PR, Marketing, Advertising, Sales, HR, GR, Protocol and others…
Step 5. Solutions development
As a result of research a client gets a list of specific solutions (30 minimum of the fastest and least expensive options) adressing the given issue.
Solutions cover:
- publicity forms and locations,
- messages content,
- messages frequency and exposure duration (not to be confused with media planning, as the solutions go beyond simple promotion in mass media).
Solutions cover:
- publicity forms and locations,
- messages content,
- messages frequency and exposure duration (not to be confused with media planning, as the solutions go beyond simple promotion in mass media).
Step 6. Carrying out an advertising campain
Copywriting, photography, design, makeup, programming, audio, video ads recording and controlled distribution...
The cost of campaign maintenance and advertising production goes down by 25% after a client recieves the results of the research (collecting stereotypes based on target streaming) performed by Nadezhda Dreval BCC. The effectivemenss of work with consultants improves too.
The cost of campaign maintenance and advertising production goes down by 25% after a client recieves the results of the research (collecting stereotypes based on target streaming) performed by Nadezhda Dreval BCC. The effectivemenss of work with consultants improves too.
researching
for Europe, Asia and Northen America.
From €40 000
Pricing
Depending on how closed and competitive the market is, it takes 1-3 months to analyse a city.
3-8 months for a country.
6-12 months - for several countries.
Research Schedule
Who have we already carried out research for?
Mass media
Authorities
Political parties and deputies
Public organizations
Experts
Business managers
Universiry
Manufacturers of fmcg goods
restaurants and cafes
educational projects
service enterprises
Internet platforms
And dozens of companies from other fields
medical institutions
IT startups
construction companies
With what issues have we been tasked?
Development
How to present and position a neighborhood with poor accessibility and not in a prime location compared to better positioned competitors, so that the price per square meter can be significantly increased.
How to present and position a neighborhood with poor accessibility and not in a prime location compared to better positioned competitors, so that the price per square meter can be significantly increased.
MEDIA
Which radio stations are actually listened to in the city. Genuine ratings with data verification.
Which radio stations are actually listened to in the city. Genuine ratings with data verification.
Investment
How to present the results of your current projects to investors, regional and federal authorities to get their approval and additional funding for new projects.
How to present the results of your current projects to investors, regional and federal authorities to get their approval and additional funding for new projects.
Retail
How to bring customers back to a shopping mall that is losing popularity
How to bring customers back to a shopping mall that is losing popularity
We also developed an advertising campaign for this client, which was fully implemented by the company.
The cost of the campaign (research + development, production and distribution of advertising materials) was at least 8 times lower than a similar campaign by the main competitor.
Within a year, the product had become the region's second-biggest seller. It outperformed more than a dozen competitors by a wide margin.
The cost of the campaign (research + development, production and distribution of advertising materials) was at least 8 times lower than a similar campaign by the main competitor.
Within a year, the product had become the region's second-biggest seller. It outperformed more than a dozen competitors by a wide margin.
Politics
How to get a candidate elected in a highly competitive single-mandate district in three months without any administrative support when their name recognition is near zero.
How to get a candidate elected in a highly competitive single-mandate district in three months without any administrative support when their name recognition is near zero.
Education
How to attract high quality prospective students to the university to improve its ranking.
How to attract high quality prospective students to the university to improve its ranking.
Food manufacturing
What kind of packaging to choose and how to promote food products in the competitive FMCG market.
What kind of packaging to choose and how to promote food products in the competitive FMCG market.
Unusual and complex cases
We can research for scientific purposes the causes of people's behaviour and stereotypes (fields: psychology, journalism, linguistics, economics, sociology)
Reveal perception pecularities and preferences of customers living abroad
We determine strereotypes, persuasions and guidelines of a particular person on the basis of her/his interview or public speech (unscripted speeches), and suggest recommendations for the most convincing ways to present an idea/project