Research is the first step to any marketing campaign. Even the best ideas need to be analyzed before they can be executed. The first step in the research process is reviewing the audience and developing personas. This process answers questions like what they know about the product, what their interests or worries are, and how they feel about the industry. Many marketing campaigns have run amok because the advertising teams failed to research the audience in the first place.
One of the most infamous examples of brand products and marketing plans launched without research were Bic for Her: Pens for Women. Shortly after their launch, the pens received a flood of sarcastic reviews on Amazon from women calling out Bic for playing up sexist stereotypes for women. The pens were pastel pink or purple and featured a “feminine grip,” as if women were unable to hold regular pens or handle the harshness of writing in blue or black. This was the result of poor audience analysis on the part of Bic, or at least poor brand messaging before a product launch. To be fair, the reviews generated a ton of publicity for Bic, and the pens are still on the market today.
For more examples of behavioral analysis through marketing and how to integrate it into your business, check out the infographic below by CopyPress. It approaches behavioral research from all angles so your company can do the research it needs before investing significant funds into product development and marketing.