Paid Surveys for Creative Strategies
The Big Idea or the Core Communication Idea is the anchor of all communication executions of a particular brand. You know that the Big Idea is good if it’s highly campaignable—meaning, if the creative team can already visualize an entire campaign with different types of executions (for both above-the-line and below-the-line) materializing from just one Big Idea.
Coming up with a Big Idea requires 3 steps: determining the main insight, determining the brand or product proposition, and finally, combining the two for the Big Idea.
Main insight + Brand proposition = Big Idea
However, the first two steps require smaller steps to accomplish. Paid surveys can help you determine what the key consumer insight is and which proposition your brand should harp on. Let’s explore further how paid surveys can help you come up with the Big Idea.
1. Determining the main insight
The road towards determining the main insight begins by collecting all the consumer insights that appear on all types of paid surveys you have conducted so far—including but not limited to UAI, ad awareness, and brand performance.
Proceed to group these insights according to lifestyle, perceptions, behavior, and motivation. From there, you’ll be able to detect some recurring patterns. Pick out the one recurring pattern that your niche shares and that becomes your key consumer insight.
For example, you’ve observed that a recurring pattern is that students are annoyed when their pencils’ erasers leave black shadows or marks after erasing, making their papers untidy. Pick out a quote from all your respondents that best describes this recurring pattern. It could be “I hate it when my pencil’s eraser makes my papers look unclean. The teacher might think that I don’t care about the stuff I turn in.” This makes a better guide for your creative team about how the market really feels.
2. Determining the proposition
The brand or product proposition states your brand promise. For example, XYZ pencils help students write more legibly and correct their mistakes without worrying about eraser shadows.
When you come up with a proposition, make sure that it answers a need based on the insight from paid surveys and that your brand can deliver what you promise.