The advertising research department is vital to the advertising agency. The advertising produced by the agency needs to be compelling, memorable and strike an emotional chord with the consumer, in order for it to do this there is allot of research that must be done. To determine what will grab a particular target market it is the responsibility of the advertising research department to find out the likes, dislikes, desires and lifestyles of the target audience. Once this is determined the advertising research department can compile the data and hand it over to the advertising media planners the advertising plan is then handed over and the plan begins to take form with ads being created and advertising spots being purchased.
To be a part of the research department one must be a great number cruncher, be able to study statistical data, be computer literate and very curious. The curiosity for lifestyles will help them figure out what will draw consumers to purchase the product that is being advertised. Because the advanced research that is needed some agencies only hire someone with a masters or PhD in statistical analysis, but there are positions available for those with a bachelor’s degree, starting at an entry level and gaining experience to move up. The following are titles held in the research department:
The junior project director is the entry level position available to researchers. These researchers gather as much data possible and perform calculations based on that research. They may also be involved in tracking focus groups analyzing data collected and tracking project schedules. After experience is gained a junior may be promoted to project director.
The Project directors are responsible for all research for that particular client at the advertising agency. It is their responsibility to design questioners used for surveys, they also determine what type is research is needed for each client. They then compile the data and pass it on within the agency.
