Importance of qualitative research in advertising

Consumer and qualitative research can be used to better provide insights into consumption to assist advertisers so research plays an important role in creative advertising development, copy-testing, and campaign evaluation.

Qualitative research findings can guide ad or media agencies’ clients’ decisions and the work of creative and planners. For example, qualitative research can help them understand the lifestyle preferences, consumption habits, media consumption patterns, values, attitudes, drives, aspirations, priorities and influential peer groups of their target segments. The research insight that drive the creative work is often derived from qualitative data.

Although algorithms can be useful for programmatic ads on social media, they have their pros as well as cons (they have limitations).

For instance, these data can be used to send a personalised advert directly to individuals. However, it might take thousand adverts to generate a few sales as many of these personalised adverts are blocked, avoided, scrolled past and ignored. In addition, algorithms can be incorrect and the sales conversion rate of social media adverts is very small. Algorithms cannot differentiate browsers from actual buyers as they cannot provide in-depth insight in human buying behaviour or motivation.

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