What are the different types of brand research methods and when should you use them?

In my experience, you start with Quals. It tells you the what and why. Define your TG and have one-one interactions. Speak to them. Observe. Ask them to show you, to take you through their day. Ask them why, more than once to try and uncover the real “why” rather than the surface “why”.

Toda investigación cualitativa es buena en varios casos: - Descubrir tendencias ( válidas para la creación de marcas, valido para creación de productos) -Descubrir la percepción de marcas competidoras - Descubrir como nos perciben nuestros consumidores. Pero para ello siempre es muy importante definir muy bien la muestra que vamos utilizar para nuestra investigación. Esta muestra tiene que ser relevante y tiene que mostrarnos fielmente la percepción de una marca o producto.

This is a great way to really understand the target client. We ran a few of these for one of our clients, and the insights were golden. If you ask the right questions, you understand way more about that client, what drives them and what the real pains & desires are. Plus… we were able to repurpose the content in a variety of ways… from customer profiles that the sales team were taken through - to customer success stories that were “right from the horses mouth” - to social posts. This Qualitative research can filter into so many different facets of the brand work you do - and helps you build a very solid foundation.

Utilize qualitative research to gain in-depth insights into consumer perceptions and motivations through methods like interviews and focus groups; this approach is valuable for understanding the 'why' behind consumer behaviors and refining brand messaging.

Brand research is the foundation of any successful marketing or brand strategy. It helps you understand your target audience, your competitive landscape, and your own brand's strengths and weaknesses. But with so many different research methods available, it can be tough to know which ones to use. Here's a quick guide to the most common types of brand research methods and when they're most effective:-) 1 Brand Awareness Surveys 2 Competitive Analysis 3 Social Media Monitoring 4 Customer Satisfaction Surveys 5 Competitive Analysis,

Use qualitative research for forming hypotheses that you would want finally an answer to “how many think that way”. Keep your TG definition as broad as possible. Analyse it in cuts rather than collect a sample of rather small TG in the first place.

I believe it is an important step to ensure that the strategy is not based on guesswork and avoids too much personal bias. However, in this context, the saying 'quantity is not quality' holds true. Branding is about understanding and connection; qualifying data according to business knowledge, industry, and company maturity is highly necessary for establishing a strategy that is assertive and adaptable (able to evolve on its own over time and in response to socio-environmental changes).

If you have an audience that you can get quantitative results from - then it’s a great source for: // understanding what their preferences are (ie clients use it to determine which offer is better than the other) // Giving them a sense that they have a voice, or a part of the community (ie wanting to hear from them to see what their thoughts are on a topic) // understanding what their needs are (ie why they like one thing over the other) // Create engagement / start a conversation (in socials many use it to start engaging with their audience).

Employ quantitative research to collect numerical data from surveys or analytics that can be statistically analyzed, providing a broad overview of consumer trends and behaviors that can inform market size and customer segmentation.

Competitive research is like having a sneak peek into your rivals' playbook. It's a smart move when you want to understand what makes them tick, learn from their wins and losses, and ultimately position your brand for success. It's not about copying but about gaining insights to outshine the competition in your own unique way.

We used to use this a lot in the retail space… understanding what are your customers up to, and how you’re positioned differently- helps you // find your own gap in the market, // offer something different to what they do // see your SWOT (strengths, weaknesses, opportunities, and threats) - so that you know which areas to leverage on, or work on. // position yourself differently (especially from a brand point of view)

We used to use this a lot in the retail space… understanding what are your customers up to, and how you’re positioned differently- helps you // find your own gap in the market, // offer something different to what they do // see your SWOT (strengths, weaknesses, opportunities, and threats) - so that you know which areas to leverage on, or work on. // position yourself differently (especially from a brand point of view)

investigación competitiva : Anticiparse, adaptarse reajuste a los cambios dentro y fuera de tu empresa. Pronosticar tu éxito en función de las debilidades de la competencia. Si las empresas lleva más tiempo en el mercado, puedes obtener muchísima información y una idea de los retos que configurarán tu estrategia empresarial .

ECOSYSTEM OFFENSE/ DEFENSE in the context of an ecosystem economy, understanding competitive platforms & ecosystems, and what business models they can or cannot layer upon their ecosystem brand, when they can expand or not. Introducing different brand architectures is essential in an ecosystem of ecosystems context. Competitive research to identify overlaps, and beyond competence fields helps make those decisions.

Trend based research should be conducted at regular periods to ensure you can skill your team up in the relevant areas, adapt or innovate products/services to create a competitive advantage.

So many trends that you can tap into for different purposes… colour trends, industry trends, social trends, purchasing trends, fashion trends… but… the trick is to not get too caught up in the hype / shiny object - and to focus on how it aligns with your business goals. Simple example: color of the year for 2024 is peach fuzz… does that mean you instantly change your brand colours? Nope! Unless you’re about to refresh your brand colours & peach fuzz is in perfect alignment with your underlying brand essence… it wouldn’t be a good idea! Trends are helpful, but they are not everything.

If you do not look at trends then your brand will fall behind. lose customers and fail to win new customers, after all a brands first role is to find customers. Trend research allows you to align with social values, it allows you to create stronger cultural connections and create new opportunities. This type of research is not about how your brand looks it's really about more meaningful connection. give you customers permission to fall in love with you brand.

Crear perfiles de emociones y preferencias organizativas para mapear y aplicarlos al recorrido del cliente: Su recorrido define la tendencia y la previsión de nuestra marca. Definir un Modelo predictivo basado en la integración de data en IA , expertos en la experiencia cliente y usuarios, los cuales nos ayudaran a generar datos que mejorarán la capacidad de tu marca. Sin olvidar que los objetivos siempre son los mismos, propios de nuestra necesidad: Impulsar la percepción de marca , la calidad y la lealtad.

Brand audits are necessary every few (2-3) years to analyse how your brand is performing. What image is it creating in your audience's head? Are the emotions positive, neutral or negative? Once you get the findings from the audit, you can tweak the brand identity to favour positive brand recall.

Si después de realizar varios análisis ya sean cuantitativos o cualitativos deberemos saber interpretar nuestros resultados para después auditar nuestra marca y ver en que posición se encuentra nuestra marca.

Use brand audit when your brand seems off-balance or before a major campaign. It's the diagnostic tool that guides strategic decisions to ensure your brand is fit... Think of a brand audit as a health checkup for your brand. It involves evaluating all aspects of your brand to ensure it's thriving. From logo consistency to customer perceptions, a brand audit helps identify strengths and weaknesses.

Il est impératif de souligner l'importance cruciale de mettre en place des KPIs lors de l'évaluation de l'évolution d'une marque. Ces indicateurs offrent une visibilité précise sur des aspects clés tels que la stratégie, le marché et la concurrence. En intégrant des KPIs pertinents, axés sur les objectifs stratégiques, l'efficacité de la marque peut être mesurée de manière tangible, facilitant ainsi l'ajustement continu pour rester compétitif et aligné sur les tendances du marché. En somme, les KPIs constituent un outil essentiel pour une gestion proactive, permettant de garantir une évolution adaptative et performante de la marque dans son environnement concurrentiel.

When conducting brand audits, it’s crucial your intended audience and current/past client feedback be the focal point. Ultimately, your brand isn’t what you say it is, it’s what everyone else says it is. So the only true way to know if you’re in alignment and you’re saying the right things in the right way to the right people is to ask them (with intentional, strategic, non-leading questions).

One that isn't listed above, but should be your jumping off point is secondary market research. Secondary research is just using publicly available research that you might find in the news or through a web search. This stuff gives you a good jumping off point because it is easy to find and typically free or cheap. From here, you can look at doing some qual or quant or other research depending on what your hypothesis is.

I believe that there isn't a one-size-fits-all approach; the best method depends on your specific research objectives. Surveys are versatile and effective for quantitative data on brand awareness, loyalty, and penetration. For in-depth insights and qualitative data, consider focus groups and interviews. Social media monitoring is valuable for real-time sentiment analysis and gauging brand advocacy. And, observational research can provide nuanced insights into consumer behavior. Competitor analysis is essential for benchmarking your brand. A robust brand research strategy often involves a combination of methods, balancing quantitative and qualitative approaches that will give the right answer for a deep insight on your brand.

There is no one method which gives you an answer to this question. The key question is what is the purpose? - Are you creating a totally new product or service? - Are you trying to get a market share from an existing service which is already available in the market but not offered by you and you want to check whether there is still the potential of ONE EXTRA player of your size and capabilities? - Are you trying to understand the response of your own customers against a competitive offering? This process should be uniquely curated to the targeted purpose and customer segment basis some of the above such questions.

Brands often perform analysis to find solutions to specific problems. However, this can sometimes lead to a shift in focus from the original goal. It is important to always keep in mind the reason why you are trying to solve the problem in the first place. Whether it is to evaluate a new market or add a new category to your brand's product lineup, make sure that you are answering the right questions. This will help you stay on track and achieve your original goal.

Gen AI is going to revolutionise the research space. Particularly, it will help to create datasets which mimic the characteristics of the small actual sample. This is will really helpful for the consumer goods firms in assessing which products will work resulting in major cost savings and efficient use of resources.