From early exploration through to the diagnostic analysis of finished work, we are highly experienced in the research of advertising across a wide range of categories and brands.
When advertising ideas come to us, they are often in the early phases of development and can easily be damaged, misunderstood, rationalised away or lost.
As each idea has its own specific issues and requirements, both functional and emotional, our job as researchers is to explore the idea, whatever the phase of development, to nurture potential, see how they connect with consumers thoughts and emotions and advise how the ideas can grow and be expressed.
It is very easy for consumers to criticise or for one or two negative or confused responses to impact a research session. If a rational mindset develops, we need to challenge it in order to ensure the most constructive feedback.
The most powerful advertising connects with human desires, needs and feelings. At rdsi, we work to elicit emotion subtly and actively, putting emotion at the heart of our facilitation and analysis.
New Product Development forms a major part of the work that we do. It is not just about products or services in a conventional sense , it encompasses the potential offerings to consumers in the broadest sense.
We believe passionately that the language and imagery used to communicate a new idea should aid the development of new consumer propositions.
Our research involves paying as much consideration to the levers of consumer engagement beyond the simple product or service mechanic or description, to those related to insight, consumer promise, 'reason to believe' and accompanying headlines/strap lines as relevant.
We are sensitive to the importance of understanding the potential of an idea beyond its initial positioning in research, copy or imagery. Instead, we focus on getting to the heart of the potential proposition for development. We work to understand how new ideas can be positioned to maximum effect.
Tailoring our approaches and methodologies is central to enabling our understanding of their 'real world' potential; whether through projective and enabling techniques or pre and post tasking.
Effective New Product Development research is not just about how much consumers may like an idea, but also how it impacts on the brand, product portfolio and business.
At rdsi, we believe strategic research is about problem solving, overcoming any obstacles and helping clients to develop solutions that deliver results - solutions that are commercially viable, support and develop the brand proposition, and offer meaningful benefits to consumers.
Brand strategy involves a range of elements from the marketing mix such as product, communications and service offerings, through to attributes of the business model.
We manage complex variables, some of which are not yet known to the client, researchers or even consumers but are revealed through sensitive mediation between the client strategy and consumers' reaction to their contact with it. We work to identify these variables, understand their implications and offer potential solutions.
We pride ourselves on the flexibility of our approach in meeting this challenge.
Providing the right solutions requires knowledge and understanding of clients as well as consumers. Therefore, the research process begins the minute we start talking to you.
