Are You Thinking What We’re Thinking?

Market research isn’t just the core of your company’s marketing strategy. It’s a foundation for your business to stand on. 

A more holistic understanding of the ways your customers think, feel, and act is critical for keeping them happy and bringing new ones into the fold. Pair that with an understanding of where you fit into the market, and you’ll be in a much better position to dazzle your audience.

When Advertising Week NYC 2017 took place, I had just started my first job out of college at a boutique PR agency in the city. Because my clients were mostly in the market research and adtech spaces, I was reading anything I could get my hands on to better understand the GDPR legislation.

What gets your audience out of bed in the morning?

While it doesn’t take sophisticated tools to figure out that beer and summer music festivals are a match made in heaven, pairing the right event and brand to secure a strong ROI is a bit more complicated. 

Imagine matching a pair of coveted “Red October” Air Yeezy 2 sneakers (which can retail for as much as $9,000 in consignment stores) with off-brand jeans. This is an extreme example of a common phenomenon: Helixa’s platform found only a sixth of sneakerheads are also engaging with high-end clothing brands, even though most of them are spending big on their sneakers.