We’re in the advertising industry, so of course, we have an office full of creative minds. While our design and account staff is highly imaginative, creativity isn’t ALL our business is about. In advertising, we’re actually in the people business. Before a brand dives into any kind of creative campaign, this underlying question must be resolved: “what is going to make a consumer buy this product or service?”

Cue The Cyphers Agency.

Here, we’re all about getting in the minds of consumers. It’s critical to know how consumers behave throughout the entire process of making purchases to satisfy their needs. More specifically, their wants. Lets get real, in today’s society the line between need and want is pretty darn blurry.

We do research to figure out what these “wants” are. We research what they buy, when they buy and (most importantly) why they buy. There’s already some decent research out there about what and when people make purchases. Figuring out why…now that is the tricky part. And if you ask people, many really don’t know why they buy. Consumers make purchases because of subconscious elements of behavior. Brand names are deep rooted into our psyche, and  “keepin’ up with the Jones’” is a daily task. We’re competitors who vie for the latest and greatest. And how do we do this? Read on.

Lifestyle research is another major component of getting in the mind of the audience. Everything from our opinions, to where we eat, to what we wear and who we hang out with makes us part of who we are (or want to be). These traits also divide us into segmented target audiences.  By delving into the activities, interests and opinions of different audiences, we can narrowly define a target audience.

Once all the toiling, researching, surveying and observing is done, we have a clear visualization of the type of people who comprise the target audience. It’s not until we have that narrowly defined audience that we get our real creative juices flowin’. And when stellar research into the minds of a target audience combines with awesome creative work…great things happen.