analysing website visitors

Getting to the right question

On some projects, the objectives are clear and simple; but inevitably when you’re dealing with bigger marketing issues, you end up questioning the question. Every project is run by a Director, all of whom have run hundreds of projects, allowing them to easily spot the projects which need a little more time upfront.

This initial phase can involve formal creative sessions, such as brainstorms, concept and proposition development, but sometimes it can involve ‘just talking’: for example meetings with key stakeholders. This phase can involve even more research or analysis:

  • a review of previous research to know what we know
  • a statistical analysis of previous research, for example to draw out clusters or trends
  • desk research, e.g. to size different segments
  • small scale quant reserach, to frame the markets

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