Oct 26, 2017 by Anna Schweissinger Category: Blog 0 comments

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Every Great Campaign Begins with Research

by Lisa Tran

October 26th, 2017

“Planning is a process of choosing among those many options. If we do not choose to plan, then we choose to have others plan for us.” Richard I. Winwood

At Media Solutions, we take great pride in crafting the most effective and compelling communication and media campaigns for our clients. With all the noise and data in the world today,
it can be a tad bit overwhelming to sort through it all. Many of our clients simply do not have the time, investment, and resources to spearhead their own communication campaigns –
that is why they come to us.

As a new Media Coordinator for Media Solutions (just three weeks in!), one thing I’ve found really cool about working at the agency: we are a research-driven bunch and almost every team member here is a research junkie! I’m in awe at the amount of meticulous research that is conducted and analyzed, before, during, and sometimes even after a campaign.

Being new to the media planning space, I was (still am) a bit overwhelmed with the amount of resources out there for research – there is truly a wealth of information and research in the market, and I’m fortunate to work with some veteran research folks who knows the ins and outs of conducting research for clients. Some of the trusted research tools that the team uses
and subscribes to for consumer insights, media planning, and buying and analysis include:

  • Nielsen, which provide television and program ratings
  • SQAD, recognized as the industry standard media cost forecasting source for national TV, local TV, Hispanic local TV, local radio and the Internet
  • Strata, which is the software we use to run Nielsen, which provides analysis of radio, television and cable surveys, as well as their Market Profiler, which compiles census and other market level data to give an overview of the selected market
  • Nielsen Scarborough, a database with data spanning 2,000 categories and brands including comprehensive retail shopping behaviors, lifestyle characteristics, in-depth consumer demographics, and media usage platforms
  • Prime Lingo, the software that runs Prime Lingo, which provides data and insights into local markets and consumer trends
  •  Google Analytics and Facebook Audience Insights

I’m sure there is a lot more out there, and I’m looking forward to learning more in the coming months.

What insights have your organization gathered from research? If you could use a hand with research for a campaign, get in touch with a seasoned research expert!

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