PROMOTIONS AND INCENTIVES: A piece of their mind

A new generation of innovative and cost-effective consumer research tools is helping agencies and clients get inside the minds of the consumer with the ultimate aim of creating that memorable promotion. Anna Sampson, head of insight at communications strategy agency Rise Communications, says that there are now lots of tools out there, such as in-situ observation of consumers, online panels, vox pops or video recordings of consumers discussing a new idea, that can provide consumer insight, and inspire new ideas. In-situ or behavioural research is increasingly being adopted for sales promotions research as it provides an insight into the target consumer in the environment in which they would buy products. There is also a growing trend towards using vox pops and video diaries to help agencies and their clients get "inside the heads" of the target market.