Customer understanding and insight
Consumer behaviour is changing faster than ever. Are your messages reaching the right target groups – and how are they shaping your company's brand image? What is your brand’s position in the market relative to that of the competitors?
We can provide you with information that allows you to justify your marketing investment with data. With our tools, you can gain a deeper understanding of your target groups and follow the increasing pace of change in consumer behaviour.
Insight services
Marketing measurement services
Understanding your target group
Get to know your target group
Do you know who is currently buying your products or services? Or what really interests and motivates your target group? How can you utilise customer understanding in marketing communications?
It is becoming increasingly difficult to stand out among a huge number of marketing messages. The use of media is fragmented, and interests are divided by target groups. We can help you identify your existing customers with data and use it to create profile descriptions of your core target groups: what they are like as a target group and what their life situation is. With the aid of the in-depth analysis of your target groups, we can also gain an understanding of how to address them in different channels. For example, we enrich the profile descriptions with media use and its motives, as well as the target group’s values and attitudes.
By understanding your target audience:
You will get to know your target group and current customers in depth.
You will identify the customer groups with the greatest growth potential.
The in-depth analysis made with media usage segmentation gives you tips for both creative implementations and channel selection.
Industry insight
Understand your customers'
behaviour in a changing
world.
Do you know what activates your customer’s need to buy, what kind of information they seek, and where they look for it?
Customer and consumer behaviour is changing rapidly, which is also reflected in buying habits. This change will affect different industries in different ways. We study consumers’ purchase paths in different industries also utilise this understanding in media solutions. Our core expertise is in translating industry and customer understanding to support your marketing communications planning. Our selection also includes purchase-process surveys that delve into the different phases of the purchase funnel, as well as industry tracking studies that measure brand attributes in selected industries every six months.
By understanding the industry:
You will update your consumer understanding in an agile manner.
You can plan more effective marketing communication.
You can create more impactful marketing.
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Stand-alone surveys
A deeper new customer understanding
A stand-alone survey is suitable for situations where no answers or solutions have been found to a specific problem or question, or where a specific theme or target group needs to be studied in more depth. Our core expertise lies in turning data into insights that support marketing communications planning. We will tailor a research package that fully meets your brand’s requirements and helps you gain a new and deeper understanding of your customers.
The research can be used for designing or launching a new product, outlining consumer and target group information, pre-testing marketing, creating content themes, or even for gathering information about a certain question or problem, for example. You will receive access to our high-quality consumer panel Suomitutka or, for narrower target groups, we will take advantage of our extensive partner network.
Benefits of a stand-alone study:
Comprehensive understanding of Finnish consumers helps you create more effective marketing.
You will receive useful data for launching a new product or service.
You will gain a deeper understanding of specific themes or target groups.
Measuring advertising
Learn how to use the right metrics and better understand your campaigns
Without measuring your campaign, it is difficult to verify how much your marketing has influenced the metrics you are aiming for. The effectiveness of advertising is typically measured by hard metrics, sales or clicks. Strong branding and creative execution also have a significant impact on advertising effectiveness. While sales are often easy to measure, the impact of marketing on qualitative metrics such as brand image is often overlooked.
Messaging effectiveness metrics also look at creative execution. Get respondents' ratings on creative execution and an understanding of how advertising activates consumers. In addition to multimedia research, our product range includes digital, print, radio, television advertising research, cross-media research and specialised moving image research.
The benefits of advertising measurement
Gain a more tangible understanding of the effectiveness of your campaigns.
Analytics will show you what is working in your campaign, and what is not.
You will learn what to consider in your next campaign.
Measuring your brand
How well do you know your brand's position in the market?
Do you know how your brand compares to your competitors on quality metrics? Do you know your current customers or who would be the most potential customers for growth? Regular measurement will help you to optimise your marketing efforts in the longer term. Strong and well-known brands are proven to perform better than their less well-known competitors.
Word Brand Tracking lets you know whether you should focus on building awareness or consideration through marketing communications. For example, you can use customisable questions to measure the change in image you want.
Benefits of brand measurement
Combining campaign measures with ongoing measurement of brand attributes provides lessons for better marketing communications
You can weed out unnecessary measures and keep taking them, that are delivering results
Interested?
We implement extensive studies and analyses of consumers’ media use and purchasing behaviour, advertising, and various industries. We provide insights and understanding to support your marketing decisions. Contact us if you want to
- research or understand your brand’s position in the market.
- understand your target group more deeply and explore new potential.
- know what your customers’ buying process is like.
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Sanoma survey: consumers are mostly confident about the future of their financesAccording to Sanoma's Kulutuspulssi survey, caution and more careful consideration of consumption still dominate consumers' purchase decisions, but the majority of consumers continue to buy familiar products and services as before.
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Gambling reform opens up the market – Finnish players are rational and open to new brandsFinnish players are discerning and make their choices based on reliability, credibility and safety, according to a survey conducted by Sanoma's Finnish Player Survey.
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Marketer, remember the boomers!Older age groups have a lot of purchasing power.
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How to appeal to Generation ZCompared to the general population, Generation Z's media consumption is dominated by video, audio and streaming services. Social Media reaches the target group better than the average.
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