Communications & marketing research

One of ORIMA’s key specialisations is communications and marketing research, including:

• research to help identify awareness and understanding;
• developmental research to help inform communications and marketing strategy formulation;
• qualitative and quantitative research to support communication and advertising campaign development, refinement and evaluation;
• creative testing;
• branding and positioning research;
• research to identify the needs and value-drivers of potential customers;
• information product testing; and
• usability and effectiveness testing of forms and websites.

In our communications and marketing research consultancies, we have developed a flexible reporting approach that ensures that research findings are communicated to clients and key stakeholders (e.g. creative agencies) in a highly effective manner. This involves a mixture of verbal briefings, formal presentations, workshops and consultations.

Case studies

• Case study #1 – Australian Government Department of Employment and Workplace Relations (DEWR)

  The Department of Employment and Workplace Relations provides the government with advice, programmes and services to maximise the ability of unemployed Australians to find work, and to support strong employment growth and improved productive performance of businesses in Australia.

  ORIMA conducted all stages of campaign research for an integrated national communication campaign on voluntary compliance for Australian Government income support recipients (Support the System that Supports You campaign).

  • The quality of this research was recognised in the inaugural Australian Market and Social Research Society Research Effectiveness Awards (September 2006). ORIMA was awarded runner-up in the Award for Contribution to Communications Strategy Effectiveness for its research for the Support the System that Supports You campaign.

• Case study #2 – Australian Taxation Office (ATO)

  The Australian Taxation Office is the Government’s principal revenue collection agency. The ATO manages tax, excise and superannuation systems that fund services for Australians.

  From 2005-07, ORIMA conducted all stages of campaign research for a communications campaign about the 30% Child Care Tax Rebate, including extensive developmental research with families and child care providers to inform the development of the campaign, creative concept testing, information product testing, baseline quantitative research and tracking and evaluation quantitative research.

• Case study #3 – Magnet Mart

  Magnet Mart is a major supplier of home improvement and hardware goods in the ACT and surrounding region. ORIMA conducted market research to assess Magnet Mart’s brand position in the ACT market, in relation to the key factors that drive the purchase of hardware products and the choice of supplier.

• Case study #4 – The Sportsman’s Warehouse

  The Sportsman’s Warehouse is a chain of sporting goods stores in the ACT and surrounding region. ORIMA Research conducted brand awareness research with 560 households in Canberra to:

  • determine awareness of the Sportsman’s Warehouse brand and its position in relation to key competitors;
  • explore buyer behaviour; and
  • gauge demand for a sports goods store in a major growth region in Canberra.