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Purpose
This SOP is designed to guide marketing teams through the systematic process of establishing a research center for ad development. The purpose is to compile and utilize comprehensive research data effectively to enhance the creativity, relevance, and impact of advertising campaigns.
Scope
This procedure applies to marketing departments within organizations that engage in digital advertising. It is crucial for teams tasked with developing, testing, and deploying advertising campaigns across various media channels.
Procedure
Step 1: Setting Up the Research Center
- 1.1 Initial Setup: Create a central repository, or "Research Center," where all research data will be compiled and analyzed. This should include sections for product research, audience analysis, market desires, and performance metrics.
- 1.2 Tool Selection: Choose appropriate tools and software for data collection and analysis, such as CRM software, Google Analytics, social media analytics tools, and survey platforms.
Step 2: Compiling Product Data
- 2.1 Data Collection: Gather comprehensive data on product features, benefits, and mechanisms from internal sources and product reviews.
- 2.2 Data Organization: Organize the collected data into a structured format in the Research Center, allowing for easy access and analysis.
Step 3: Audience Analysis
- 3.1 Demographic Data: Record and analyze demographic information such as age, gender, and geographical location of the target audience.
- 3.2 Behavioral Insights: Use forums, social media, and customer feedback to gain insights into audience preferences, behaviors, and affinities.
Step 4: Market Desires Investigation
- 4.1 Identify Desires: Compile 'I want to' statements reflecting the desires and needs of the target market based on customer reviews and forum discussions.
- 4.2 Deeper Insights: Expand on these desires to understand underlying motivations and barriers, categorizing them by what consumers will openly share, won't tell, or can't admit to themselves.
Step 5: Product Performance Analysis
- 5.1 Feature-Benefit Mapping: List out all product features along with their direct benefits and the 'benefit of the benefit', providing a clear connection to consumer desires.