Whitepapers
DVJ Insights publiceert met enige regelmaat whitepapers over uiteenlopende onderwerpen. Hieronder vind je de hele reeks. Bekijk ze gerust en neem contact op bij vragen of opmerkingen over de whitepapers.
Unforced Exposure
We all know how important the strength of an ad is in creating an effect. Unfortunately, in reality, most ads are unable to generate substantial impact. According to Byron Sharp, 80% of all TV advertising money wasted.
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One of the main aims of market research is to understand the motives underlying consumer evaluation and behavior. Market research needs to validate the direction a company chooses to go in terms of marketing, but validating does not mean asking what you think.
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Paper Wear Out Detection
Advertising relies on repetition: ads are intended to reach consumers multiple times. But how many repetitions produce an optimal effect on consumers for your brand? After a number of repetitions, advertisements may not affect consumers positively anymore.
Reality Performance Score
In order to understand the effectiveness of media and to increase the ROI on communication spends, the large majority of researchers relate media investments to marketing and sales KPIs.
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Media Strategy Optimization
According to Byron Sharp, there is solid empirical evidence that brand advertising does produce sales. That is probably the main reason why so many advertisers invest billions in their advertising campaigns.
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Statements vs. Associations
The goal of market(ing) research is to collect information about markets and/or consumers in order to gain insight and/or support decision making. Given this goal, market research should design studies that mirror as closely as possible the way in which consumers evaluate and choose products in real life.
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