Why market research matters for performance advertisers more than ever before

Assumptions vs. Reality

When you're building a brand, it's easy to assume you know what your customers want. After all, you've spent countless hours thinking about your service, refining your messaging, and visualizing your ideal client. But what if your instincts—no matter how well-informed—are a few degrees off?

That’s exactly why we turned to market research—specifically, a carefully designed survey—to get real answers from real people. The results? Eye-opening. And incredibly valuable.

Before conducting the survey, we felt confident in our hypothesis. Our client—a well-established therapy group—believed that prospective clients would be especially drawn to a high-end, luxury therapy experience—think modern spaces, a calming aesthetic, premium services, because frankly, it resonated with us.

But that’s precisely the problem: we’re not the target audience. And once we started listening to the people who are, it became clear just how far off our internal assumptions had been.

What Clients Actually Prioritize

The survey results were refreshingly direct. When asked to rank the most important factors in choosing a therapist, participants prioritized very practical, results-driven concerns. Specialization in a specific issue, such as anxiety or couples therapy, ranked at the top. Therapist credentials and professional expertise came in right behind. Affordability and insurance coverage were also critical.

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What didn’t matter as much? Surprisingly, things like flexible scheduling, virtual session availability, and even the office environment ranked lower on the list. A sleek website or a stylish space might catch someone’s eye, but it’s not what compels them to commit to therapy. The takeaway was clear: prospective clients are focused on quality of care, not the extras.

Messaging That Resonates

To take it a step further, we tested a variety of brand messages to see which ones felt most persuasive. The standouts were those grounded in clinical authority and emotional reassurance. “Feel better, live better—with evidence-based care” and “Your mind, in expert hands” were both top performers. These messages struck the right balance between warmth and expertise—two things people actively seek when navigating something as personal as mental health.

In contrast, messages that leaned into prestige or exclusivity—like “Luxury therapy for those who demand the best”—received a much more lukewarm response. Many participants found these phrases unpersuasive or even off-putting. It was a helpful reminder that credibility and trust matter far more than aspirational branding when it comes to something as intimate and vulnerable as therapy.

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Understanding What Builds Commitment

We also asked participants open- and closed-ended questions about what would help them feel confident committing to a new therapist. The feedback painted a picture of an audience that values transparency and emotional safety.

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People mentioned wanting to know the therapist’s credentials and specialties, having a clear understanding of the therapy process, and being able to see genuine client testimonials or reviews. In other words, they’re not asking for premium coffee table books in the waiting room—they’re asking for a clear sense of who they’re talking to and what the process will look like.

This helped us refine the client’s website and onboarding flow. We prioritized elements like therapist bios, intake process breakdowns, and introductory videos—features that remove uncertainty and build trust before the first session.

Why Visuals Matter, But Don’t Close the Deal

While we did include a question about the visual elements that make a therapy website feel appealing, the data confirmed that visuals play a supporting role—not a central one. People appreciate design, but they won’t choose a therapist because of it. Instead, visual design should serve as a trust-building aid: clean, calming, and intuitive.

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This shifted our design focus from "modern luxury" to "intentional clarity." We emphasized user-friendly layouts, approachable imagery, and simplicity that supports the therapist's expertise—not distracts from it.

Letting the Data Guide

The insights from this research prompted real change. We’ve adjusted our messaging to emphasize clinical qualifications and experience, rather than design and prestige. We’re highlighting the specific issues therapists specialize in. And we’re reshaping the brand voice to sound less lofty and more grounded—more like a conversation with someone who gets it, not a pitch from someone trying to impress.

More importantly, we’re no longer making decisions based on what we think will resonate. We’re building a brand that’s backed by the voices of our actual audience. The difference in direction is subtle but significant—and it’s giving us a much stronger foundation for growth.

The Power of Listening

This survey didn’t just help us fine-tune messaging. It helped us course-correct in a deeper way. It reminded us that real empathy starts with listening, not assuming. Market research isn’t about validating your vision—it’s about challenging it, pressure-testing it, and making sure you’re actually serving the people you set out to help.

If you're serious about building a brand that connects, you cannot afford to skip this step. Ask the questions. Study the answers. And be willing to shift when the data leads you somewhere new. Because what your clients want might surprise you—and listening to them is the first step to truly earning their trust.

At Adventure Media, this is exactly the kind of work we specialize in—using real data to uncover what truly resonates with your audience, and turning those insights into strategy, messaging, and creative that actually converts. If you're ready to build a brand that connects on a deeper level, contact our team to start the conversation.