This type of research allows companies to understand the strength of their presence in the market as it provides deep knowledge about market awareness, brand usage and attitudes towards a company’s brand, products and services versus its competitors.
We work directly with the marketing team and other stakeholders in the organization to understand the goals of the marketing strategy that has been or will be implemented. This allows us to establish key metrics that can be used to measure its effectiveness.
Qualitative research methods can also be used to identify sources of brand equity and relevant behaviors that should be monitored, as well as to explore positioning and branding concepts that can be used to refine quantitative data collection instruments. For this purpose we can use:
Quantitative data is usually collected from a representative sample from the general population or lists of current customers and prospects. This can be set up as ad-hoc studies or tracking programs (monthly, quarterly, semi-annual or annual). Among the metrics we monitor are:
Multivariate analysis techniques that can be used to identify drivers of brand equity include: