Understanding how advertising research shapes the customer


Date: 12 March 2024

A female employee makes a presentation of her project for an advertising campaign

Successful advertising is not just about creating eye-catching visuals or catchy slogans. Businesses need to understand their audience on a deeper level. This is where advertising research comes into play. It can help marketers optimise their strategies and drive conversions effectively.

Understanding the customer journey

The customer journey is rarely a linear path from awareness to purchase. With the proliferation of the internet, there are many touch points spanning multiple channels and devices. Advertising testing and research helps marketers map this journey by analysing consumer behaviour at each stage. Identifying and analysing these touchpoints can help advertisers curate their messaging and targeting to meet customers where they are on their journey.

Relevant messaging

One of the primary goals of advertising research is to understand what resonates with your target audience. By analysing demographic data, psychographic profiles and past behaviour, marketers can create highly relevant and personalised messages. Advertising research ensures that every message is tailored to the needs and preferences of your audience.

Ad placement

With so much data available today, advertisers can pinpoint the most effective channels and placements for their ads. Advertising research helps identify where your audience spends their time online - whether it's social media, search engines, or niche websites. By allocating resources strategically, marketers can maximise reach and engagement, ultimately driving conversions.

Advertising testing and iteration

Advertising research is an ongoing cycle of testing and iterating. A/B testing, multivariate testing, and ad experiments that allow marketers to fine-tune their campaigns based on real-time data. By measuring key metrics such as click-through rates, conversion rates and return on ad spend, advertisers can identify what works and what does not.


Advertising research enables marketers to segment their audience and deliver highly personalised experiences. Whether it is dynamic ad creatives, personalised recommendations, or tailored landing pages, personalisation fosters deeper connections and drives conversions. By leveraging data to deliver the right message to the right person at the right time, advertisers can create memorable experiences that resonate with their audience.


Advertising research forms the foundation of effective marketing strategies. By understanding the customer journey, crafting relevant messages, optimising ad placement, testing and iterating, personalising the experience and measuring success, advertisers can drive conversions and maximise ROI.

As technology continues to evolve, so too will the role of advertising research in shaping the future of marketing. By staying ahead of the curve and harnessing the power of data, marketers can create meaningful connections with their audience and achieve their business goals.

Copyright 2024. Featured post made possible by Borderless Access.

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