Chapter 6

How to Gather Consumer Insights for Advertising

This chapter explains how to use various research methods to discover consumers’ preferences. It also discusses why a company needs to know the consumers at an appropriate level. Specifically, it answers the following questions:

What kind of research data are needed for standardized advertising and targeted advertising?

What kind of research data are needed for individualized advertising?

What are the two ways of incorporating consumers’ preferences in individualized advertising?

Why does a company need to know the consumers well for its advertising purpose?

Why cannot a company know the consumers too well for its advertising purpose?

Knowing Consumers’ Preferences Is Critical ...

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