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Colombia University Consumer Insight Analysis Report
Task Description:
An effective advertising strategy requires an understanding of the motivating factors that drive consumers’ behaviours. In order to gain consumer insights, advertising managers frequently embark on a discovery process to understand the client’s brand, its competitors, and the target audience.
In this assessment, you are required to undertake your own research using primary data as well as secondary data, on a specific product/service (the client brief will be provided to you) and develop the key consumer insight/s and an advertising strategy statement. This is an individual assessment and as such, students should not work with/collaborate with other students in the cohort when working on this written report.
The Consumer Insight Analysis report word count is 2,000 words (10% over/under allowable). Reference list and appendices are not included in the word count (however some tables will be included in the word count). A Step-by-Step Project Guide including full details of the individual report will be located in the Assessment Folder on the unit’s Blackboard site. Please refer to this guide for full details of this individual report.
The insights gained from this assessment item will be used/built on, for inclusion in the final group Advertising Campaign project. All submissions must be written in English.
Criteria & Marking: Comprehensive marking criteria are available on the course’s Learn.UQ site.
Submission: Submit online via Turnitin, on Blackboard.
