Additional Brand Strategy Services
Awareness and Perception
The main objective of an awareness and perception study is to track and understand your audience’s knowledge/recognition and how they feel about your brand, product or service. By understanding levels of awareness, we are able to establish a baseline of familiarity. Familiarity of a brand and recognition are key markers to determine a consumer sell-through. Beyond awareness, perception will tell you how an audience feels about your brand in relation to others, what attributes of your brand are important and which are not, and how brand interactions impact your customers/potential customers overall. These studies are an effective gauge of why your customers/potential customers are, or are not, choosing you.
Brand Insight Assessment
This online research tool is unique to our agency. We tap into various groups — management, employees, partners, suppliers, and customers — to learn how each one sees your brand. The research powerfully identifies gaps both in the brand experience and in other elements critical to a positive customer experience. With a full view of every involved party, you can see from the inside out just how well the brand is or isn’t aligned. This proprietary tool is based in the truth that strong marketing alone isn’t enough to build a strong brand; it also requires top-tier management support, coupled with strong internal communications and training. When conducted periodically, the assessment also shows if the brand strategy is shifting perceptions with each audience.
Our customer satisfaction studies show you how well your company exceeds, meets, or fails to meet customers’ needs. Over time, these measurements provide deep insight and provide a path to understanding of ways to fine-tune customers’ brand experience.
How do your consumers perceive value relative to your brand, product or service? By deploying a pricing study, brands can effectively evaluate the value proposition in the minds of their consumers — ultimately determining whether you are priced too high (where consumers are either misunderstanding the value proposition or the pricing is just too expensive) OR you are potentially leaving money on the table (creating a question of lack of quality in the mind of the purchaser). In any case, right pricing is crucial to owning your brand space.
If you want to know what product elements might add more value in the mind of your consumer, consider a conjoint analysis study. The research design allows the respondent to make trade-offs with a series of product features. For example, would your consumer consider option A more important than option B? Using a variety of well-chosen options, conjoint analysis can shed light on the optimal mix of features for your brand.
Your investment in frontline staff helps ensure the customer experience unfolds as designed. However, when staff training is complete, how will you know if it’s translating into positive real-world interactions? Mystery shopping allows for a “shopper” — who understands the ideal shopping scenario — to impartially evaluate whether staff training has been effective at the point of delivery. Your report will offer insight on how to further train talent that will, in turn, create a better overall customer experience.
Need some research tailored just for you? Tell us what you want to better understand. Whatever it is, we can create a methodology that will generate useful data you can act on. Because we’ve built our reputation on our research, you can also count on us to interpret the data and offer insights that will directly address your business goals.