Professional Brand Research for Confident Business Decisions
Your brand tells a lot about who you are as a company. Make the most out of the money you spend on your branding and promotion through brand research. Survey Design & Analysis can provide you help with any aspect of your brand research, most prominently in executing brand research surveys. Understanding how your brand is perceived can be critical to understanding your customers and your markets.
Why do brand research?
Decisions are made about your brand and branding on a regular basis. How are these decisions made? It is easy to fall into the trap of thinking something does or doesn’t need changing just based on isolated incidents. Don’t let this happen to you. You should make sure you do your homework and gather reliable data to inform your decisions. The textbook approaches may not provide you with what you need to move your brand forward in the marketplace and improve your business. This is where brand research can help. Just like with any decision you make, it pays to do your due diligence.
What brand research should you do?
There is no magic formula for deciding what brand research to do. This depends on your current goals and objectives, as well as the state of your branding efforts. Survey Design & Analysis can help you plan research to fit your needs. You might need to measure brand awareness in the general public, or measure the strength of your brand against your competitors’ brands, or measure your brand’s market penetration, or obtain a measure of your Net Promoter Score* or another measure of how many customers recommend your brand.
*Net Promoter” is a registered trademark of Satmetrix Systems.
What will Survey Design & Analysis Do?
Our brand research is usually includes a mix of qualitative and quantitative work. We start out with qualitative work, which may include focus groups or personal one-on-one in-depth interviews. The interviews provide some two-way communication with customers at the start of the research to ensure your efforts address what is most important to them, and that any later surveys are in the customers’ language.
Quantitative research will use the results from the qualitative research and validate its findings. Quantitative research produces hard data on which decisions can be made. The qualitative research guides the quantitative research and validates its findings. This is strictly based on the number of participants for each type of research. In-depth interviews and focus groups will typically involve only 10-20 participants, while a research survey will receive hundreds of responses.
New product research can be an involved process. If you have a prototype of the product, it is a good idea to get direct feedback from a small group who “try out” the product. The information obtained from this stage then leads to broader testing to vet the idea by measuring the perceptions of hundreds of members of the target audience through a survey.
If testing using a prototype product is not possible, then Survey Design & Analysis works with you to present the idea as best we can through detailed descriptions, pictures or videos. Regardless, it is important to present the idea in the most realistic setting possible in order to obtain accurate, unbiased information.
Talk to our Brand Research experts
Connect with your brand and with your customers and prospects to build strong relationships and drive business growth.
