Advertising + Market Research

Market researchers and advertisers have of course already been using the Internet for a long time, but recently their methods have become more sophisticated. For example, TED (televoting) surveys are carried out by letting users submit votes at portals, in order to publicize the results the next day as headlines in the media. Internet users are asked for their opinions all over the place. Especially where younger target groups are concerned, this makes it relatively easy to get feedback from a large number of people. But besides Web surveys, it is also possible to monitor chat rooms, blogs and forums, where people talk about just about everything under the sun. This opens up entirely new opportunities for studying customer satisfaction and loyalty, which are increasingly being seized by media, advertising agencies and market research institutes.

There are no limits to what can be observed and studied: sales analyses at the POS are routine in connection with product launches, and so are recall tests for communications. There can be many reasons why customers come back for more or decide to go elsewhere instead. Today, however, the causes of certain behaviors can be ascertained faster and earlier than in the past: with Cogia search technology, which captures moods and opinions among the public — both customers and noncustomers — in realtime. This new technology can’t take the place of in-depth research, but it ideally supplements it to provide a 360-degree perspective, delivering information on relevant topics in minutes. This gives users of Cogia Web 2.0 Observer a crucial edge, so they have time to act instead of merely reacting.

Strong brands drive the success of the companies selling them, so they need to be systematically monitored, supported and further developed. Targeted market research in the field of Competitive Intelligence, detection of “weak signals”, and trend and tonality analysis all help to illuminate brand/customer relationships and collect valuable information for optimizing strategies. 

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