People don’t like advertisements and are increasingly taking liberties to avoid them. Advertising will only be effective if it’s relevant, i.e. informative, inspiring and entertaining. Or when it offers customers guidance and something they can identify with. To make advertising relevant, we have to understand how people think, feel and act, as well as identifying their sources of information and inspiration along their dynamic customer journey. That’s why we have our own demographically representative market research panel of 5,500 people in Germany and 320,000 people worldwide. We regularly survey this group on media use and impact, covering over 70 channels, lifestyles, interests, motivations, purchasing habits and current issues. This information serves as the basis for our analyses and insights, which we use to develop our strategies with Initiative’s system that specifically tailors solutions to each target group and strategy. In addition to attitudes on brands and consumption, the cultural aspects specific to the target group are of particular importance, which is why we also speak of cultural insights. Here are some results from our work in the area of insights, which involves regularly conducting and publishing studies.
Here are some results from our work in the area of insights, which involves regularly conducting and publishing studies.