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Last updated on 2024年6月17日

How do you use market research and customer insights in brand management?

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Market research and customer insights are essential tools for brand management, as they help you understand your target audience, their needs, preferences, and behaviors, and how your brand can deliver value and differentiation. In this article, we will explore how you can use market research and customer insights in brand management, and what benefits they can bring to your brand strategy, positioning, identity, and communication.

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Alan Bowman

Getting to business insights that are simple, clear and emotionally driven
Shubhi Dubey

Brand Marketing | Craft Magnetic Brands that Drive Results | Digital Marketing | Brand Strategist | Building Powerful…

1 Define your research objectives

Before you conduct any market research or collect any customer insights, you need to define your research objectives, or what you want to learn from your research. Your research objectives should be aligned with your brand goals, and should be specific, measurable, achievable, relevant, and time-bound. For example, you may want to learn how your brand is perceived by your customers, how it compares to your competitors, what are the key drivers of customer satisfaction and loyalty, or what are the unmet needs and opportunities in your market.

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Alan Bowman

Getting to business insights that are simple, clear and emotionally driven
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In a world where trust is scarce and consumers are cautious and careful about more aspects of their spending than ever before, brands stand out as beacons of trust. But trust now comes in many different ways and understanding the components of brand trust as a scarce commodity is now of more value than ever before. Trust in a brand is earned over many years of investment or by saying exactly the right thing and behaving in the right way at any given moment. Brands who understand how their trust with consumers is comprised will find greater efficiency in marketing and sales conversion.

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Raymond Djunaidi

Marketing, Consumer Insight, & Data Analyst | ex Nielsen | Msc.Technology Management
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I absolutely agree that every researcher/brand should define the research objective first so that the research project could be sharp to answer their problem and don't waste much money for things that it is only 'nice to have' (not the main important)

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2 Choose your research methods

Depending on your research objectives, you can choose from different research methods, such as surveys, interviews, focus groups, observations, experiments, or secondary data analysis. Each method has its advantages and disadvantages, and you may need to combine different methods to get a comprehensive and reliable picture of your market and customers. For example, you may use surveys to quantify the size and characteristics of your market segments, interviews to explore the motivations and emotions of your customers, and observations to understand how your customers use your products or services.

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3 Analyze and interpret your data

Once you have collected your data, you need to analyze and interpret it, using appropriate tools and techniques, such as descriptive statistics, inferential statistics, correlation, regression, factor analysis, cluster analysis, or sentiment analysis. Your analysis should help you answer your research questions, test your hypotheses, and identify patterns, trends, and insights. For example, you may use descriptive statistics to summarize the demographic and behavioral profiles of your customers, inferential statistics to test the differences and relationships between variables, and cluster analysis to segment your customers based on their needs and preferences.

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4 Translate your insights into action

The final step is to translate your insights into action, or how you can use them to inform and improve your brand management decisions and actions. Your insights should help you define or refine your brand strategy, positioning, identity, and communication, and align them with your customer needs and expectations. For example, you may use your insights to create or update your brand vision, mission, values, personality, promise, story, voice, logo, colors, fonts, images, slogans, messages, channels, and touchpoints.

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5 Evaluate and monitor your results

The last but not least step is to evaluate and monitor your results, or how you can measure the impact and effectiveness of your brand management actions based on your market research and customer insights. You need to set up key performance indicators (KPIs), such as brand awareness, recognition, recall, reputation, equity, loyalty, advocacy, or sales, and track them over time, using appropriate methods and tools, such as surveys, analytics, or dashboards. You also need to review and update your market research and customer insights regularly, as they may change over time due to internal or external factors.

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Shubhi Dubey

Brand Marketing | Craft Magnetic Brands that Drive Results | Digital Marketing | Brand Strategist | Building Powerful Brands (B2B, B2C, SaaS) | Ex-Soroco
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Keep in my mind that some KPIs or metrics may have longer cycles than others. Ensure giving ample timeframe for each KPI and monitor is consistently.

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6 Learn and improve continuously

The final tip is to learn and improve continuously, or how you can use your market research and customer insights to identify and seize new opportunities, overcome challenges, and adapt to changing market conditions and customer preferences. You need to be curious, open-minded, and willing to experiment and test new ideas, based on your market research and customer insights. You also need to be responsive, flexible, and agile, and able to adjust and optimize your brand management actions quickly and effectively.

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Pat Goodnight

Vice President @ Kantar | Sales Engineer
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If budget allows, it is important to track/measure results continuously (Monthly/Quarterly). The speed of business moves very fast, as do national and global events. So spotting trends and patterns can be helpful with identifying both opportunities and threats. It is an ongoing process.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Shubhi Dubey

Brand Marketing | Craft Magnetic Brands that Drive Results | Digital Marketing | Brand Strategist | Building Powerful Brands (B2B, B2C, SaaS) | Ex-Soroco
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Brand Sentiment Brand sentiment is also a significant element of your branding strategy. Measure how your customer feels about your brand. This will be an evolving factor that drives your brand trust and awareness. It will give you insights to discern whether customers are positive or negative.

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How do you use market research and customer insights in brand management?

1

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3

4

5

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1 Define your research objectives

2 Choose your research methods

3 Analyze and interpret your data

4 Translate your insights into action

5 Evaluate and monitor your results

6 Learn and improve continuously

7 Here’s what else to consider

Brand Management

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How do you use market research and customer insights in brand management?

1

2

3

4

5

6

7

1 Define your research objectives

2 Choose your research methods

3 Analyze and interpret your data

4 Translate your insights into action

5 Evaluate and monitor your results

6 Learn and improve continuously

7 Here’s what else to consider

Brand Management

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