Awarded Services
Market Research and Analysis Services | SIN 541-4A
Westat is a leading provider of data, information, and knowledge to help focus and support Federal agency programs. Our concentration in Federal programs allows us to extend our services, ranging from strategic short- and long-term goal and plan development to all types of support for increasing public awareness of the products, services, and issues of our clients. The following paragraphs describe some of our key services related to advertising and integrated marketing solutions.
We work closely with our clients to conduct formative research to guide the development of marketing plans. Our staff can develop theories, models, and frameworks of relevance for the creation of marketing plans. These activities might involve collecting or summarizing information or doing comprehensive literature reviews or other research to inform the process. Westat helps its clients to establish marketing objectives, define and identify target audiences, and develop and test materials associated with marketing efforts. We can also establish baseline levels for the premarketing time period.
Westat works with clients to establish strategies, tactics, and materials that are both consistent with the image they want to portray and sensitive to racial and cultural issues in our diverse society.
Our marketing research can help clients specify the broad approach to achieving goals and the specific tactics required to carry out the strategy. We work closely with the client to identify a distinct mix of product, price, place, and promotion for each audience segment. This involves efforts to define and test alternative message concepts and then determine which should be pursued. Test messages and materials are evaluated to determine message appeal (e.g., logical vs. emotional) and style (e.g., testimonials, demonstration, slice of life, animation, humor). Some efforts might include usability testing.
Westat worked the the Centers for Disease Control and Prevention to develop a series of award-winning culturally relevant children’s books about diabetes prevention.
Westat is a recognized leader in all phases of survey design and development, data collection, and data analysis. We have extensive experience in program evaluation and provide the tools to help clients assess how well the objectives of a marketing program are being met after program implementation. We can assess, for example, target audience knowledge or awareness after a marketing effort has been initiated or when it is finished.
We can help clients select appropriate marketing channels (e.g., the media, one-on-one interaction), taking into consideration client knowledge and preferences. The selection will depend on the habits of the target audience, the complexity of the message, and resource restrictions.
Westat also offers experience and expertise in data analysis and evaluation. We can help our clients to interpret and apply the complex data available from focus groups, surveys, and other sources of information about target audiences, market penetration, and the content and acceptability of materials.
