Blog Mar 9, 2021
Your Audience, Discovered
There are a lot of unknowns in the world. We’ve only explored approximately 20% of the ocean. We don’t really understand dark matter. Construction workers in Rome routinely have to halt work because someone accidentally dug into a new archaeological find.
What isn’t an unknown – or at least, doesn’t have to be: Your target audience.
At LEAP Group, we’re all about Discovery (yes, with a capital D).
To us, Discovery is more than a verb. It’s an intentional process we undertake to custom-build research projects for our clients to back all of our actions and recommendations with research and data. For instance:
- What do Gen Z consumers want from my brand? We can target and talk to Gen Z customers in your industry to find out.
- Does my search strategy target my customers, and how can it be optimized? Through research, we can find out – then turn our findings over to our in-house UX team to execute on the plan.
- How will my target audience react to a new creative campaign? We can test campaign concepts with the audience to prevent creative fumbles.
LEAP Group’s Discovery process begins with an audit and ends with insights – Discoveries – that serve to inform a marketing strategy from media placement to creative campaign development.
Audit > Research > Baseline
During the first three steps of the research phase, we work to establish a baseline of knowledge for the project. What does the client already know? What’s already established in the industry or competitive landscape? By establishing a baseline understanding of what data is already available to us and what information is already available, we’re able to ensure we don’t duplicate efforts through the data-gathering process. We’re not in the business of telling our clients what they already know, but in finding new directions to explore.
From there, we analyze gaps. Where can our research focus to discover something new, or explore disruptions, innovations and hacks for a client’s problem? Those gaps become the problem(s) we need to solve.
Methods > Measure > Analysis
After careful planning is done, the real fun starts. During the Methods, Measure and Analysis stages, we’re boots on the ground with consumers, collecting primary data and drawing out actionable insights for clients.
Each research problem requires individualized, personalized methods. Some would be better answered with a highly focused survey. Some are best suited to a discussion in a moderated focus group. Some need a mixed-methods approach, where qualitative and quantitative methods can tackle different aspects of a question. Our expertise includes choosing the correct methods and designing the right type of study to discerning a client’s goals, so no time is wasted on nonproductive efforts.
One thing to know about us: We’re not just casual researchers. LEAP Group’s research team is comprised of subject matter experts who spent years perfecting our skills in academia and the field. While the data we deliver to you are actionable distillations of our findings, our insights are drawn from rigorous analyses.
At this point in the Discovery process, we have drawn the most important findings out of the data. The Insights phase bridges research and strategy. The most valuable information is pulled forward for consideration by you, the client, and our strategy team to make sure no leaps we take are uncalculated.
While this process is our ultimate key, the most powerful part of the LEAP Discovery process is our partnership with clients.
We differ from other market research teams because we’re built to be entirely in-house. We have fully-fledged capabilities and are always ready to deploy research projects when a client needs them.
We adapt and evolve alongside clients. Our research is not a commodity and it doesn’t end by handing over an inert report. It’s a vital tool in LEAP Agency’s entire market process to optimize living solutions. Whether we are at the beginning of an engagement with a client or working with long-term partners, there is always something we can Discover.