Why We Don't Skip Research

Research is an important part of what we do. It helps us get into the right mindset for the project at hand, while giving us the information needed to move forward. Whether it’s simply reviewing the design brief, researching competition, or a deeper, in-depth research phase, research is an essential piece of every project we do.

THE DESIGN BRIEF

Each project, whether with a new or retainer client, starts with a design brief. In it, we cover the following:

• Background Summary
• Overview
• Drivers
• Audience
• Competitors
• Tone
• Message
• Visuals
• Details
• People

Knowing the goals, limitations and requirements allow us to create a piece that is targeted, strong and successful. For more, check out our e-newsletter article “Design Briefs Smooth Out the Design Process.” 

RESEARCHING COMPETITION

Another must is researching the competition. I don’t have to mention to you how important it is to know what your competitors are doing, but it’s important for the design team to know this as well. It ensures the message being communicated is unique and will stand out in the crowded marketplace. Competitor research may include financial filings or reports covered by companies like Hoovers and Dun & Bradstreet. It also includes collecting other bits of information available in the public domain, such as articles and other search engine findings. A full-blown audit of a competitor’s marketing materials, from website and email campaigns to brochures and catalogs, tells us a lot about how they are being perceived. The tactics in our recent article “How to Monitor and Manage Your Organization’s Online Reputation” can also be used to keep an eye on the competition.

DEEPER, IN-DEPTH RESEARCH

When the project calls for it, and time and budget allow, a deeper, in-depth research phase should be undertaken. This can include:

• Interviews with the board, management, members, partners
• Market research
• Usability
• Surveys
• Marketing audit
• Language audit

Typically a rebrand or website redesign would necessitate this type of approach.

The better we know our clients, the less time needs to be spent on research — we may spend more time and energy on it during the first few projects, and then a simple design brief is all that’s needed. This is one of the benefits of our retainer agreements.

Research, large or small, is essential to successful marketing.