Experimental Techniques : The Scientific Procedure of Marketing Research

Everything you need to know about marketing experimental techniques

Marketing research and experiments are two integral parts of a business. Without conducting proper experiments, it would not be possible for the businessperson to create a strong place in the industry. Implementing experiments in market research helps to understand the effectiveness of the strategies used by competitors. Without conducting proper tests for the market, systematic business growth cannot be assured.

According to many marketers, instruments and experimental techniques have a relatively low penetration into market research practice. However, marketing experimental techniques have become an integral part of market research. There is no denial of the fact that marketing is a dynamic process with multi-faceted dimensions. Therefore, experimental techniques are essential to boost the profit margin of the business.

Marketing experiments can be done in various ways. With the up gradation of technology, marketing has witnessed a series of changes in the experimental techniques. However, the basics of experimental techniques in marketing are the same. Read on to everything about marketing experimental techniques.

Definition of Experimental Techniques in Marketing

Experimental marketing is a new marketing technique that helps to market to the customers in unique ways. With the help of technology and social media, businessmen are using different techniques to bring in more customers and enhance the business.

Experimental marketing involves multiple experimental techniques. Techniques are the process that is used in marketing to retain customers. These techniques engage customers to provide real-life experience. This type of marketing process focuses on getting the consumer to experience the product by understanding the value of the brand.

There are three main characteristics of marketing experimental techniques:-

Experimental Subjects: When it comes to marketing, the experimental subjects are always customers. The customers are segregated according to the age group, sex, location, etc. There are different types of techniques of marketing that are applied to the subject.

Conditions: In the case of the marketing technique, there are two types of variables: independent variable and dependent variable. The conditions are independent variable where they are tightly controlled and manipulated by the tester.

Effects: In marketing experiment techniques, the effects are considered as the result of the process.

These are the three essential characteristics of marketing experiment techniques. Now, let us learn about the three types of experiments in marketing.

What are the 3 types of experiments in marketing?

Like any other field of experimental studies, marketing also has three types of experimental processes. Here are the three common types of techniques:

Age-old experiments: This type of experiment is the first technique that is applied to marketing experiments. In the case of marketing, the age-old experimental technique is all about implementing old theories to understand consumer behavior. You can apply methods like using offline advertising to attract customers. You can put up a hoarding for a recently launched product and witness how fast the consumers can find your product and aim to buy it. According to many studies, age-old experiments are never outdated. People are still habituated to fliers, hoardings, billboards, etc. Thus, it will remain as one of the most useful experimental techniques in research.

Field Experiment: This can also be regarded as a quantitative experiment. Being aware of your customers’ needs and behavior is very important in marketing. You have to find your potential customers to know about their preferences. This experimental marketing technique helps to understand the needs of the customers, and you can accordingly make changes in your products. Understanding consumer preference is significant in any business to ensure systematic growth. Therefore, field experiment is vital to understand what your customers want.

Manipulation experiments: It is important to remember the variables of the marketing process in an experimental scenario. Whether it is independent or dependent, marketing experimental techniques include everything in a step to help the marketers understand the profit outcome of the marketing strategy. The marketers build up new strategies to persuade the consumers in the manipulation experiments.

Whether in age-old techniques or field experiment, there is very less scope to manipulate the consumers. However, in the third experimental techniques, the up gradation of technology plays a significant role. By analyzing the social media profiles of the consumers, the marketers can acquire an idea about the choices and preferences of the consumers. All the options are presented accordingly. For example, a girl who is addicted to matte finish lipsticks will more often encounter advertisements of matte lipsticks with attractive offers as she scrolls down her Instagram feed. Good persuasive techniques will lead to purchase in most of the cases.

Examples of experimental techniques in marketing

Experimental marketing is already a happening process. Several companies have incorporated the process to boost their profit for the year. Here are the 3 best examples of experimental techniques that have been adopted by different companies.

Brand activation experiment by Starbucks:

The process of brand activation is all about making your customers aware of your company’s new line, product or service.

In 2016, Astound Group and Starbucks came together in an experiment to activate their brand with new products. Astound Group is a design and fabrication company who used their creativity while working with Starbucks. They launched three new flavours of Shaken Iced Tea for the sweating summer season. Both the companies created a mobile pop-up that toured summer festivals throughout the country.

At each festival, attendees could stop by the tent to rest their feet on one of the fruity beanbag chairs and taste the new product. To increase the exposure and find out the popularity among the customers, guests were invited to share a picture with their tea on social media. The campaign designated as #goodfeelsgood was a huge success.

Guerilla Marketing experiment by Casino Di Venezia:

Guerilla marketing is all about creating an unexpected display or experience for the customers. This can also be regarded as the marketing campaign that requires a heaping dose of creativity. It is not a traditional form of marketing where loads of money is spent on paid media. Guerilla marketing is all about making your customers aware of your brand in the most unusual way.

The marketing campaign conducted by Casino De Venezia at the Venice Marco Polo airport is probably the best example of Guerilla marketing. Instead of the standard black rubber conveyor belt carrying your luggage to you, Italian advertising agency Admcom turned the baggage claim into a giant roulette wheel. Imagine standing with fellow passengers from your flight, waiting for your bag to drop and wondering if you will land on red or black. The marketing campaign was successful when Casino De Venezia witnessed a remarkable increase of customers soon after the campaign.

Event marketing by POPSUGAR:

Event marketing is the first form of experimental marketing. It is a huge process that involves multiple technicalities. Event sponsorship is the best form of experimental marketing, but not all are successful.

POPSUGAR’s event sponsorship is the best example of successful event marketing. Installation of POPSUGAR playground with a game solely for the female customers was the best initiative. The festival held in June 2018 was a huge success. Attendees of the inaugural festival had the opportunity to spin the Kohl’s Cash wheel and win coupons worth $10, $20, or $50 in Kohl’s Cash or even a $200 gift card.

These are the three best examples of implementation of experimental techniques.

3 best textbooks on experimental techniques in marketing

Choosing textbooks on experimental marketing is a tedious task. There are multiple instances when students struggle to find a book for marketing but fail to find one. Here are the suggestions for the 3 best experimental marketing textbooks that you can add to your library if you aim to pursue higher studies in Marketing.

Experiential Marketing: Secrets, Strategies, and Success Stories from the World’s Greatest Brands by Kerry Smith and Dan Hanover (2016)

This book is all about understanding the difference between outdated marketing and today’s market controlled economy. While reading this book, you will get an idea about creating marketing strategies by implementing marketing techniques. The book includes the history of fundamental principles of experimental marketing, experience-driven portfolios, experimental marketing vocabulary, etc.

Experiential Marketing: A Practical Guide to Interactive Brand Experiences by Shirra Smilansky (2017)

Brand experiences are not very simple when it comes to marketing. There are different theories that you need to understand before you apply the same in the practical field. This book will help you to learn the best theories and acquire a good idea about branding. The book includes tips to integrate and evaluate game-changing results in marketing, a digital toolkit of downloadable resources.

Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal by Geoffrey Colon (2016)

Ever since technology has reshaped mass media, marketers need to be even more profound. Disruptive marketing is a new form of experimental marketing that can lend wind to the aspirations of marketers. The book deals with the techniques of disruptive marketing and focuses on how it is fruitful in this techno-centric world. It includes the importance of emotional appeal in marketing with the use of disruptive techniques.

Start reading these books and acquire a vivid idea about experimental marketing techniques right away.

What are the 4 types of research design?

There are 4 types of research design (depending on the nature of the problem or objectives of the study). Keep reading to know the 4 main types of research design that are applicable in the field of marketing.

Explanatory research design:

The researcher implements his/her ideas and imaginations. The design is based on the personal judgment of the researcher. The sole intention of the research is to find an unexplored situation and bring it to the eyes of people.

Descriptive research design:

In this type of research design, a researcher intends to describe a particular situation or phenomenon under the study. It is a theoretical type of research design in which characteristics of people, materials, socio-economic characteristics and more are described. Both qualitative and quantitative data are collected and described.

Diagnostic research design:

This is a design where the researchers describe a problematic situation. It can also be regarded as a problem-solving design. It helps with the following:

The emergence of the problem
Diagnosing the nature of the problem
The solution to the problem
Suggestion for the solution

Experimental research design

This type of research design is used in natural science. Social researchers use a method of an experiment in this type of research design. One group is subjected to an experiment called independent variables while the other one is considered as a control group called the dependent variable. Both have cause and effect. The result obtained is the comparison of the two groups.

These research designs are used in the field of marketing to derive profitable results. The experimental techniques in research are implemented to find the best results.

What is experimental research in marketing?

Experimental techniques and scientific procedure in marketing research is not a new idea. With the collection of research design, different casual processes through manipulation and controlled testing are done. Experimental research in marketing finds the processes that can be used to ensure a profit margin.

Given below are the essentials of experimental research.

Manipulation of an independent variable
Independent variables are controlled
Effect on the dependent variable by manipulating the independent variable

The experimental research helps to understand how to move ahead with the marketing strategies. Experiments help the marketers to identify a situation way in which both the variables reach a suitable hypothesis.

Experimental marketing is an essential part of modern businesses. Many enterprises have undertaken the process to get profitable results. It is necessary to understand different experimental techniques and research designs to make the most of the method.

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