GWI role-play cheat sheet

“Hi Sam, this is Alex from GWI. I know this is out of the blue. We give marketing teams audience data to plan campaigns faster. How are you getting audience insights today?”

• Marketers struggle to know who their audience really is
• Research projects are slow and expensive
• Campaign and media pitches need solid data to back them up

1. How do you research your target audience right now?
2. How often do you need new data for campaigns or pitches?
3. Who else on the team uses research, and how do they get it?

• Know the difference between an agency, a brand marketer and a media company, since each uses data differently.
• Be ready to talk about subscription sales, since this is a data product sold on renewal.
• Practice asking about their current research process without sounding like you're quizzing them.