Abstract:

The raison d’être of market research is to aid decision-making. Research can only have a valid contribution if we understand what the client is trying to achieve and help them set measurable objectives – this is a pre-condition to effective brand planning and evaluation. In addressing four key challenges to helping brands plan their digital and social campaigns in the most effective manner, we can help develop work that yields a stronger brand impact and return on investment. Digital activity needs to be given the attention that it deserves in terms of planning and evaluation so that the most inspiring and creative ways to connect with an audience continue to flourish.