Justifying Research in Lean Times

Nov 7

In 2009, it felt like the agency world collapsed. Clients cut way back and it seemed like research was a luxury that could no longer be afforded. I would argue the opposite is true.

When times are lean, every spend must be justified. With research/strategy usually only 5-10% of the budget, that means that 90-95% of your marketing budget is spent elsewhere. Doesn’t it make sense to take a pittance of that sum to test that your messages resonate, your channels are optimized, and your target is likely to donate to your cause, change their attitudes, or engage in a pro-social behavior?

The good news about lean times is there tends to be less clutter. There are fewer ads to compete for eyeballs and less content to wade through, allowing relevant messaging to research your target. That begs the questions: who is your target and what messages will they find relevant?

Those questions beg another: how has the current enviornment shifted your target’s priorities? We can help you find answers. Just ask.

Melissa K. Marcello

Melissa Marcello is a Maine-based marketing strategist and market researcher who is convinced there is always a better way of doing things, chooses not to get bogged down by analysis-paralysis, and has a bias toward thoughtful action. She applies her skills and talent to what she calls “consulting for good,” where she works with government, nonprofits, and NGOs to make the world a better place for all.

Justifying Research in Lean Times

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