Making Research Matter in Campaign Development
Kerry Sette of Voya Financial, Joe Agostinelli of Morningstar and Katrina Noelle of KNow Research discussed how data-driven customer understanding can be the catalyst for breakthrough brand research at the FCS RFK Marketing Summit in January of 2026. This is a distillation of that conversation.
Both Morningstar and Voya encouraged a structured, data-driven approach, covering various segments and regions. Ideally, research should be embedded throughout the creative process, from initial concept development and qualitative testing to quantitative copy testing, allowing for iterative refinement and ensuring campaigns have the best chance of success, tracking key performance indicators (KPIs) to measure the effectiveness of brand campaigns, demonstrate lift and impact on brand awareness, familiarity, and differentiation. It’s also important to keep internal teams in the loop to foster collaboration, gain executive buy-in and ensure alignment across organizations.
Joe described the evolution of Morningstar’s research methodology; starting with brand surveys in 2001, the team built a robust baseline study in 2023. In 2025, they structured quarterly tracking around their campaign spend. The research measured 6 KPIs, with 3 showing statistically significant increases. Moving forward, Morningstar is building a Combined Brand Index integrating quarterly surveys, media mentions, social engagement, digital performance, and share of search (including LLMs).
Kerry outlined Voya’s comprehensive 10-year approach embedding insights throughout creative development and market measurement beginning with existing proprietary tracking and secondary research to understand target audiences and market dynamics. Research informs the creative brief through qualitative testing to ensure campaigns have the best chance for success and then uses continuous brand tracking measuring awareness, messaging resonance, and differentiation. Their 2025 results achieved new highs for consideration, familiarity, and favorable opinion, while retaining #1 brand associations.
The panel also discussed how to overcome common research barriers (e.g., being too slow, too expensive) by demonstrating value, framing it against the cost of not doing research, and maintaining transparency about budgets and priorities.
