As an integrated marketing agency, we have always stressed the importance of understanding
the true nature and makeup of our clients’ customers. Too often, we have seen cases where agencies and creative sources rush to the tactical side only to miss the mark in a proverbial “Ready, Fire, Aim” approach.

Maybe our emphasis on the customer and knowing all that we can before we embark on a campaign is rooted in our many years on the client side at major B2B and CPG firms. But whatever the impetus behind our approach, it has enabled us to provide smart, on target messages that resonated with a target audience.

Not Just Any Research Will Do

More than a decade ago, a Boston-based company took a unique form of language analysis developed at Harvard and turned it into a terrific alternative to focus groups and less than reliable research alternatives. What made it compelling then and now was that it not only addressed the “why” in any situation, but it linked the full response from a survey participant to the data. So, while some clients fixated on the various data points, when the CEO or CMO asked to see what their customers or prospects actually said in response to a question, we simply clicked on any data point and up popped the verbatim to read.

It was this unique ability to integrate qualitative and quantitative research in a single survey that convinced us, and our clients, that we had a unique tool that literally allowed them to have their cake and eat it too. And, while it might seem trite to state the benefits of our research approach so simplistically, clients welcomed this uncomplicated, but extremely powerful technology when it came to making critical business decisions.

Some of the cases where our research delivered include:

For an international petroleum company looking to integrate multiple acquisitions, our research approach identified the core message more than 300 HR executives needed to communicate to thousands on employees worldwide.

When a major financial institution was looking to make a billion dollar acquisition, our research told the board of directors whether the deal would work and why.

When a 300,000 member national association was looking for answers to not only retain members but to understand what it would take to keep them engaged and committed to the organization, our research gave them the answers they needed and more. It also helped them refine their web strategy and move more services and training online.

When a major commercial construction company needed to reposition itself in the face  of growing competition, we talked to C-level decision makers, one-on-one, and asked them open-ended questions that enabled our client to refine their business strategy and expand the business over 100% in less than 36 months.

When a regional health center in a major urban area was looking to compete effectively with a internationally-renowned medical center, our research provided management with the answers they needed to re-position themselves and establish a profitable niche.

Customer Insights – Call it “Research-Lite”

In some cases, clients don’t need a comprehensive survey to take the pulse of a market or target audience. That’s where our Customer Insights Program makes perfect sense from both a timing and budgetary perspective. In this instance, smaller, web-based survey’s can be developed and linked to a client’s site in a matter of days providing audience emails are readily available.

Coding and analysis of the respondent answers can begin almost immediately and the results tabulated in as little as 24 hours depending on the scope of the survey itself. And, while we strive to assure the results are statistically significant, the “quick-turn” nature of the process may not always give us the time needed to generate a strong enough response pool. But what you will receive are the complete, unedited verbatim responses from the target audience that are virtually free of bias (unlike typical focus groups). We will also provide summarized data in whatever format you need that can be easily integrated into business and market presentations.

What is the difference between the research methodology employed by Dawson Marketing Group and conventional research firms?

Most conventional research uses "closed-ended" surveys. These often fail to capture what really matters to respondents and never reliably capture the "whys" behind their beliefs. Conventional research fails, not simply because picking words from a pre-selected list or using closed-ended scales forces meaningless choices (although that is of course true). It also fails because closed-ended questions and corresponding variables are nearly impossible to present as a meaningful description of a group’s perceptions, except as statistical propositions.

For example, "31% of respondents ranked XYZ’s product as ‘significantly more effective’ versus 44% who said the product was ‘less effective’." What does "significantly more" mean; what does "effective" mean to particular respondents and how exactly does any ranking influence the perception of these respondents in his or her decision about the product? Or, for example, "42% of respondents gave XYZ a rating of 9, while fully 52% gave the company a rating of 4." Why any respondent chose a "9" and exactly how this rating fits into their overall perception of the product will remain ambiguous or unknown with closed-ended surveys.

How does our research analysis work?

We code each respondent’s answers with CALCAT™ (Computer-Aided Language Context Analysis Tool), a method of transforming text into variables that can be analyzed statistically so all important ideas (variables) put forward can be identified. For every CALCAT™ coded variable, the surrounding text from the interview can be retrieved at a later date. CALCAT™ provides the capability to link variables and specific data to actual words respondents use for the clearest understanding of product and service decisions possible.

A target market’s perceptions and beliefs, how and why they are changing often remain ambiguous with conventional research techniques. Our approach injects true clarity into the thinking as well as decision process, while putting an end to ambiguities related to market perceptions.

Do people really respond on the Web?

Yes, for several reasons: (1) With every passing day, the Web increasingly becomes the communication channel of choice for customers at all levels; (2) Our offer to share an aggregated summary (a BalancedExchange™) of our research findings with respondents gives them real insights that no one else can offer, so they not only learn short-term, but they’re more willing to participate in future studies knowing they will learn even more.; and 3) We ask smart, intelligent and probing questions that are not “dumbed down” but instead give respondents credit for what they know.

How do costs for our Web-based research programs compare to conventional research?

Prices are competitive, but more importantly, we put the control over costs in the hands of our clients to decide how many responses and which ones to analyze or save for a later date. What’s more, the knowledge and insights you gain from our proprietary research approach will help you in many ways that conventional research simply cannot.

Are there benefits to a fully integrated marketing approach that go beyond research?

Yes. In addition to helping our clients understand the unmet needs of their clients, we capture the actual language respondents use in responding to our mix of questions. The absolute richness of this content is superb and provides true context we can use for enhancing the relevancy of whatever communications we develop. Brand messages can be developed that are far more likely to resonate with a given audience and generate a response. Plus, we are able to establish a baseline for what messages are working, why or why not. This sets the stage for being able to track and measure your ROI.