AR&D believes in the power of building your brand by forging a connection with audiences at an emotional level.  You create loyalty and attract them to you when you show that you understand them.  That means talking to them in ways that go well beyond product descriptions and product claims.

We urge that clients use research to inform and guide them in this by using Insight-P and Insight-M, our powerful psychographic and media usage motivations modules.

How might they be put to work?

Recently, a TV client relaunched its news shows and wanted to proudly tell viewers to come take a look.  So, what to do?  Launch a ‘Come see the new us’ campaign, right?  Not so fast.  AR&D’s insights into audience showed that they did not see themselves as ‘watch-and-compare’ types.  They especially did not see themselves being told to do so – being of independent minds and all.

Result:  AR&D saved the TV station a lot of wasted time, effort, and expense.  Their AR&D Strategist helped them craft a more meaningful message – one that informed viewers about something they value, said in terms that they found more meaningful and personal.