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Custom research is an invaluable mechanism through which you can tap into Ziff Davis Enterprise’s large databases to gauge customer perceptions and changing market trends. We offer customizable solutions including ad effectiveness, awareness tracking, custom market studies, new product development testing and creative testing. |
Ad Effectiveness (Multiple Advertiser Study) – A standardized study performed by a third-party vendor (Harvey Research, TSG, Affinity Research or InsightExpress). Conducted periodically throughout the year on 15+ multiple ads in predetermined magazine issues. Contact your account manager for a schedule. Measures how well ads generated recall, impacts, and actions, relative to other ads in the same issue.
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AdMax Pre/Post Program – A customizable solution measuring changes in awareness, consideration, and opinions of a brand. The survey follows a standardized structure, with room for customization to optimize clients’ marketing objectives. The ‘pre’ study runs before the campaign launches, and is followed by a ‘post’ study at the conclusion of the advertising campaign. To assist in interpreting any measured changes, the post survey also asks about recall of the brand’s ads and about the perceived messaging of those ads.
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Visibility Pre/Post Program – A standardized solution measuring changes in awareness, consideration, and opinions of a brand. The ‘pre’ study runs before the campaign launches, and is followed by a ‘post’ study at the conclusion of the advertising campaign. To assist in interpreting any measured changes, the post survey also asks about basic recall and opinions of the brand’s ads.
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Creative Testing – Evaluates the creative strategy of client advertisements prior to campaign launch. Usually tests multiple creatives by showing one creative to each portion of the sample, and reports results side by side to determine which more effectively reaches advertiser’s target audience. While standard questions are available, advertiser may ask up to 10 questions and test a maximum of three creatives in one study.
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Custom Study – Ziff Davis has the ability to create a custom market study either through a reader or online user base or through a study that is projectable to an entire market segment using outside sample sources. Depending on question length and target definition, costs vary for a custom market study.
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Attitude and Usage (A&U) Study: Provides a snapshot understanding of a particular market in terms of the players involved, market share, and strengths and weaknesses of key brands in the category. |
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Segmentation Study: An in-depth version of an A&U Study, which uses profiling questions to classify respondents into market segments. Each market segment possesses a unique set of behavioral, attitudinal, and firmographic variables. |
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Brand Loyalty Study: An in-depth version of an A&U Study which includes questions that focus on loyalty or affinity to a brand, likelihood to switch, and potential vendors to switch to. Strategies for retaining core customers and obtaining key prospects from other brands can be realized.
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New Product Development – Determines buyer opinions and attitudes toward features and benefits of specific new product/services. This study will help the client evaluate the development of a product and its potential future business opportunities.
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