Brand Research
Services∕ Brand Insight∕ Brand ResearchKey Aspects
- Deep Insights: Provides detailed and insightful knowledge (objective & subjective) to inform brand strategy.
- Multi-Purpose Focus: Useful for various needs like new product development, market research, and brand strength measurement (awareness, associations, quality, loyalty).
- Three-Tiered Approach: Employs a phased approach; hypothesis, small-scale testing, and in-depth qualitative and quantitative research for accurate problem identification.
Brand research can provide deep and specific knowledge and interesting new findings about your brand. The brand research approach refers to problems based on objective (financial, tangible assets, and rational) and subjective (impressions, perceptions, and personal) factors. The results of brand research are an essential source for building a brand strategy. Brand research can be aimed at the needs of developing a new product or service, market and consumer research, measuring the strength of your brand through the brand equity approach, practical understanding (brand awareness), associations (brand association), quality (desired and perceived quality), and brand loyalty (brand loyalty).
Effective brand research involves three levels and can be used as needed. The first level is a hypothesis based on knowledge and insights about your brand—what problems are faced and what solutions are required. The second level is to test the hypothesis by listening to the opinions of a few people about your brand, what they like and what they don't. The third level uses qualitative research to identify problems, while quantitative research measures them. Use qualitative and quantitative data to uncover the real problems.
Key Aspects
- Deep Insights: Provides detailed and insightful knowledge (objective & subjective) to inform brand strategy.
- Multi-Purpose Focus: Useful for various needs like new product development, market research, and brand strength measurement (awareness, associations, quality, loyalty).
- Three-Tiered Approach: Employs a phased approach; hypothesis, small-scale testing, and in-depth qualitative and quantitative research for accurate problem identification.
