Research & Insights

Helping You Identify, Better Understand and Connect with Your Audience

The more you know about your audience, the more wisely you’ll be able to use your dollars. And we all know what that means: an increase in ROI. But identifying consumer insights and customer insights is not a simple process. That’s why we offer two comprehensive approaches that help you better connect you with your audience – 360 Listening and Smartargeting®. Both are unique to Bozell, and both have proven effective for our clients and their marketing plans. 

360 Listening

There’s no better way to fully understand your target audience than to listen in real-time. And that goes well beyond social media monitoring. With Bozell’s 360 Listening, we combine search listeningsocial listening and news listening to give you a well-rounded view of what people are saying about your brand, your competitors, and the topics related to your industry. Each avenue tells a different side of the same story and, together, all three help us shape insights, content ideas and marketing plans and strategies that achieve your desired outcomes.

With the marketing insights we gain from 360 Listening, we can help you with:

  • Relevant Content Ideas

360 Listening takes the guesswork out of what information your audience is looking for, informing the messaging for your paid, earned, owned and shared channels.

  • Tone

The reports inform your tone so that you can strike the right chord at the right time.

  • Engagement

More relevant content lends itself to more engagement on your own channels, which makes your content more visible.

  • SEO

Knowing what topics people are searching out and discussing can help you build a stronger SEO strategy.

  • Trust

A true understanding of the conversation attracts new customers and builds loyalty with current customers.

  • Predicting Trends

A brand can stay ahead of the competition with a 360º understanding of the conversation that sheds light on how your industry is evolving and what you can do to be an early adapter.

  • Avoiding Landmines

Keeping tabs on the real-time data and insights into conversations can help prevent you from trending on Twitter for the wrong reasons. It can also help you to know when to pivot.


Smartargeting® picks up where 360 Listening leaves off, helping us further identify and understand your target market. We look at data, behaviors and insights to determine the who, what, where, when and, most importantly, the why of your current buyers and your best prospects. All of these insights lead to better creative execution, better media plans, and better marketing strategy overall.  

There are many methods we use to make Smartargeting® so effective. And each one helps you get closer and closer to knowing your audience and meeting your business goals. Those methods include:

  • Pinpointing True Insights

Data might appear as fact, but it’s not always the truth. Many emotions affect the way a person will answer a question. What they say isn’t necessarily how they feel. Luckily, we’ve mastered the art of asking the right questions.

  • Emotional Trigger Research

Emotional trigger research is one way we get to the why behind what your customers are saying and doing. This valuable, qualitative information can be what ends up making or breaking any great campaign.

  • Creating Buyer Personas

At its core, Smartargeting® is a strategic guardrail for determining buyer personas for your business. With the data and insights we identify, we are able to put together customer journey mapping that helps us get your message to the right audience, in the right place, at the right time.

Key Deliverables

With the data we gather, and the valuable insights we reveal, we are able to provide you with:

  • Strategy Consulting
  • Real-time Consumer Insights
  • Three-dimensional Subject Dives
  • Omni-channel Content Ideas
  • PR Strategy
  • Social Media Content
  • Owned Media Strategies
  • Paid Media Optimization
  • Informed Tone of Voice
  • Program Measurement & Reporting
  • Direct Mail Targeting & Analysis
  • List Management
  • Lead Generation
  • Statistical Modeling & Mapping
  • Acquisition Programs
  • Database Design
  • Warehousing
  • Loyalty Research & Programs
  • Direct Response Marketing
  • CRM Analysis
  • B-to-B and B-to-C Marketing
  • Account-based Marketing

Our Smartargeting® Process

Determine the Who

It all kicks off with identifying who your target audience is and collecting data surrounding that audience.

Determine the What

Next, we identify what exactly is shaping your data, as well as how it’s actually hurting your growth.

Determine the Why

Then, we better understand the why behind your customers’ feedback and actions.

Create Your Marketing Strategy

And finally, we utilize these insights and findings to craft a multi-mix attribution model and strategic marketing plans that generate maximum revenue.

How Research & Insights Have Guided Our Clients

VP Buildings Recruitment

VP Buildings – Music to Your Ears

Aunt Sue's Raw & Unfiltered Honey Bottle with a Pastry

Sioux Honey Co-op – Aunt Sue’s Rebrand

Semi Truck on Road

Berkshire Hathaway Homestate Companies – Milepost Insurance

First National Bank of Omaha Unforgettable Firsts Girl and Dad Looking at the Stars

First National Bank of Omaha – Unforgettable Firsts

Let's discuss your needs, shall we?

We consider ourselves a Swiss Army knife of sorts – we’re able to assist with any or all of our services. So please fill out this form to give us a brief understanding of how we can help. Then we’ll follow up with you.

2215 Harney Street
Omaha, NE 68102

Phone: 402-965-4300

Email: info@bozell.com

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2215 Harney Street
Omaha, NE 68102

Phone: 402-965-4300

Email: info@bozell.com