Marketing

Research

Introduction

The majority of our branding consulting projects involve market research or brand research to gain deep customer insight. This ensures that client recommendations and plans are fact-based, grounded in customer needs and marketplace realities. As marketing strategy and brand research company, we have deep expertise in formulating brand market research plans, methods and surveys to obtain customer understanding.

Here are some common brand strategy issues addressed through brand research methods, as part of our broader  marketing consulting services:

Brand research questions

How do customers use products and brands today? What benefits do they seek and how satisfied are they with the brand? What is the strength of the brand in terms of brand associations, brand imagery and brand equity? Which brand strategy concepts (such as brand positioning, brand names, brand identity elements) are the strongest performing? Which are most relevant, differentiated and credible for the brand to adopt? Does the brand have latitude to extend into new markets and new products? Which are the most compelling brand extension opportunities?

brand research approach

A broad spectrum of analytical, brand equity research tools – primary and secondary research, qualitative and quantitative methods, and our own proprietary frameworks – are used to uncover deep customer insight. Here are some common methods: Exploratory research, including focus groups, one-on-one interviews, observational and ethnographic research. Included in this are techniques used for customer persona, customer journey and touchpoints alignment development. Concept optimization research, which is instrumental in developing value proposition and positioning alternatives. Segmentation research, including customer framework development based on statistical analyses. Brand tracking studies, including brand awareness and brand equity research