Directed Discovery: Creating Focused Communications

Please Note: If you have already conducted segmentation research, those customer profiles can be tracked and analyzed in concert with Directed Discovery Research.

Let's imagine you have done all your homework. You clearly understand your customer, know your competition and your positioning plan is set. Now, the question becomes: how do you effectively communicate your position to your customer? Even if everything else is right, if your customer does not understand or ever hear your message, nothing else matters. AllPoints believes effective communication grows directly from good research. If you listen, your customers will tell you exactly how, when and where to speak to them.

Developing and distributing a message is a process, and no matter where you are in that progression, AllPoints has a methodology to assist you with creativity and precision. Whether you are just getting started and in need of exploratory research, ready to evaluate executed concepts, or interested in awareness and recognition tracking of an existing campaign, AllPoints can help you generate, refine, and disseminate concepts you can feel confident about.

Exploratory Focus Groups

Discover the words and images that are most meaningful in your product category directly from your customers.

Message Development

AllPoints presents your customers with headlines and concepts in an iterative, qualitative setting where things can change at a moment's notice. Using your customers as resources, we help your marketing team refine your message for maximum impact.

Advertising Concept Evaluation

Using qualitative and/or quantitative methods, we meticulously focus in on how each concept works for the consumer:

	How do the advertisements make them feel?
	What associations do they bring to mind?
	How likely are they to stop and read the advertisement?
	What is the message the ad gets across?
With a wide spectrum of evaluative criteria, AllPoints can do more than tell you what works, we can help you make it work better.

Awareness & Effectiveness Tracking

AllPoints can assist your team in understanding how your current campaigns are received by your customers and how these communications affect use of your product:

	Is the message you are trying to send being clearly recieved?
	Are your messages directly associated with your product and company?
	How much of the overall market has your campaign penetrated and how has their use of your product changed?
	What communications outlets could exted your message reach?
	Is your campaign reaching "wear-out status"?

Conversion Compass

Coupled with attitudinal segmentation and competitive assessment,Conversion Compass can help you determine how your message is received by high adopters, and how to better communicate with and convert low-adopters.