extra sensory perception | research for marketing | T: 01903 753697 l brooklands house, marlborough road, lancing, west sussex, bn15 8af, uk | market research
ESP are the benchmarketing consultancy that specialises in providing useful, practical insights that aid under pressure marketing professionals to deliver increased results on restricted budgets. So if you need to:
improve the results from advertising or direct mail campaigns;
increase your retention of programme members and sign-ups;
save time or money by researching creative development;
gain an increased understanding of particular audiences and an objective method of evaluating marketing communications
then ESP provide robust, measurable analysis for marketing based solutions that are actionable and effective.
Benchmarketing – The ESP Advantage
It is a fundamental principal of behavioural psychology that all behaviour derives from our attitudes, beliefs and values. When we were Marketing Practitioners we began to train in Behavioural Psychology for two reasons; first, because we were interested in applying psychology to marketing and second, because we were struck by the practical inadequacies of the psychographic and psychometric ‘insight systems’ being developed – that's because we were, and still are, very results oriented.
With existing reservations about the practical value of conventional market research it additionally seemed that fundamentals of behavioural psychology; from Maslow’s Hierarchy of Needs to Schwartz’s Circumplex were being introduced to marketing without clear ideas on how valid theory would be adapted to provide practical objective support.
Working as we were with marketers and fundraisers, the key for us to find a robust way to apply an understanding an audience’s attitudes, beliefs and values in a way that would measurably increase marketing effectiveness.
When you think about how marketing decisions are usually made to encourage positive audience behaviour, they tend to be based on some combination of individual judgements, interpretations of conventional market research and previous experience or results where they are measurable and valid.
Now, what if specific audience values, beliefs and behaviours could be measured objectively into a clear guide of how to frame exactly What to Say and How to Say it – in order to engage, persuade and motivate?
What ifthis quantified benchmarking of audience motivations and psychometrics could enable you to replicate the most relevant beliefs, values and motivations of your audience and avoid the characteristics of the least relevant?
When you use the ESP Benchmarketing system
Elicitation of audience motivations can be done face-to-face, over the phone, online or via a paper based questionnaire. Each medium uses the same in-depth interviewing structure, adapted from behavioural psychology, which produces a benchmark of the supporter values, motivational hierarchy and structural preferences. The outputs clearly articulate those essential characteristics and provide a robust, objective marketing planning and briefing tool.
Actionable insights are just a click away
You can access customised online reports that highlight the content, style and tone-of-voice preferences of your audience - ideal for briefing new projects.
Or reports that benchmark your communications, so that you can directly compare how they deliver against each other or the needs of your audience. These easy to use, objective outputs guide and inspire the development of more responsive communications based on objective insight and analysis.
Above all, our benchmarketing model is designed to deliver results.
extra sensory perception | market research | T: 01903 753697 | brooklands house, marlborough road, lancing, west sussex, bn15 8af, uk | research for marketing
It's a fundamental principal of behavioural psychology that our behaviour and motivation derives from our attitudes, beliefs and values.
However these drivers are largely 'unconscious' and are difficult to obtain or define using traditional market insight methods
