Describe, position and differentiate your products
	Open doors to promote awareness and trial among new customers and markets
	Stimulate interactions, relationships and loyalty
	Cultivate brand equity and nurture corporate image
	Educate users to ensure they gain maximum benefit from your products

Communications research ensures that your communication programs work as hard as you do …

You provide the creative, we provide the research to engineer your communications programs and make sure your public voice rings out loud and clear!

Strategy
Strategy is doing the right thing, targeting the right markets with messages that resonate to customer perceptions of need and aspiration. Strong strategies move your company toward your marketing goals and objectives.

Communications strategy research benchmarks your market conditions and sets the stage for strategic and tactical planning.

Motivation
Appreciation for customer motivation is the prime determinant of effective communications. While marketers often use demographics, geographic location, education and income as convenient ways to target markets, they are primarily mere proxies for identifying motivations that correlate with target groups.

Markets are rarely monolithic. They include target market segments that may buy the same or different products for different reasons, use products in different ways, buy different product volumes or from different channels, have different price sensitivities and loyalty factors. Segmentation research identifies and quantifies target market subgroups and explains how to communicate and market to each group. Psychological research evaluates customer responds to stimuli … colors, images, music and environmental settings.

Content
Getting communication content right isn't always easy. Consumers talk about products in a different language than the professionals who design and deliver them. Women think of cars differently than men. Home computer users view software differently than IT pro’s. Patients view healthcare differently than physicians. Business-to-Business buyers like engineers, manufacturing or financial managers and purchasing agents respond to significantly different parts of the communication message.

Content research evaluates consumer reaction to communication concept and content. It offers rich stimulation to creatives to improve and fine-tune messaging programs to resonate with the target market. Research investments are modest in comparison to total program costs, and are returned many times over through improved market relationships.

Execution
Program execution means its time to open the checkbook and place your media bets. Research reveals media attendance habits for qualified targets and models reach, frequency and duplication to support efficient allocation of media budgets.

Where strategy research is about doing the right thing, executional research is about doing things right.

Monitoring
Communication programs must be measured to be managed...

	Are yours moving the ball in the right direction? Are you achieving your discrete objectives for awareness, persuasion, positioning, brand equity, trial and loyalty?
	Are there unanticipated benefits that can be duplicated elsewhere? Are you resolving problems that you intended to address?
	Are new environmental factors like competitive reaction to your programs emerging to influence their impact?

Tracking programs confirm that your investments in communication are well placed and serve your larger marketing interests, allowing you to move forward in confidence.

Here’s to communication success
Accelara Research helps you craft effective communication programs from conceptualization to implementation. E-mail or call 800-717-4503 today to discuss how we may serve you, your company and your customers. Or, if you prefer, use our research inquiry form.