Brand equity research studies that our firm designs and conducts vary depending upon your company, business unit, or corporate objectives and the decisions that are driving the interest in brand awareness and equity research.
Here are examples of differing goals companies may have for brand equity research:
Brand equity market research methodology is straight-forward and our portfolio of marketing research tools and methods provide the needed range of measurements. As for any study, a brand equity study research methodology is driven by management and research objectives. While most brand equity research studies are viewed as quantitative market research tasks, we may recommend qualitative research if the goals include an exploratory research assessment or evaluation of brand naming alternatives.
Full brand equity research studies often begin with Brand Base research, followed by Brand Qualitative research and targeted quantitative Brand Equity Screening Survey studies. If the objectives are primarily for brand equity tracking, then we may proceed directly with a quantitative research design and execution.
We build our brand equity research methodology from the following core components.
Our review includes existing brand architecture of both client and competitive brands.
We conduct far reaching interviews with client management, field
sales, product development and customer service staff. We talk to
sales people in the channel about their own preferences and their
perception of customers. We cap Brand Base Research with an
initial round of qualitative depth interviews among a small sample of
client product customers and those loyal to competitor brands.
typical starting point is a small sample round of depth interviews.
In the beginning stages of brand equity development, this method can be far more
useful than focus groups which may come later. Here, we use a
non-directive design and style, combined with projective interviewing
techniques to uncover buyer motivations and brand perceptions. We do
not bombard respondents with a laundry list of questions, but rather, let
them talk freely in a wide ranging manner about their brand experience
with client brands and competitive brands. We may continue the
qualitative exploration with a larger sample using an online
qualitative time-extended method which combines both qualitative and
quantitative assessments. If certain conditions exist, we may
add focus group discussions to the
qualitative market research work.
Contact us for more information about our Brand Equity Research capabilities and a custom tailored brand equity study.