Market research surveys are the bedrock of the research that we do.
We offer a very broad range of survey types including:
Consumer perceptions of your brand change all the time, in response to marketing activity, the activity of your competitors and also events beyond your immediate control. This is why brand tracking plays such an important part in your brand development strategy.
Tracking allows you to monitor the impact of these events on your brand’s performance and health.
Metrics will vary from tracker to tracker, depending on individual client needs. However, they often include brand awareness, brand perceptions, brand personality, brand consideration, brand usage, brand loyalty and likelihood to recommend.
A tracker will also typically monitor a number of competitor brands, to enable comparison and so that the trajectory of rivals can be kept under review.
It will also often include a section that focuses on the brand’s advertising activity too. The purpose is to understand how such activity may be influencing overall brand performance and individual brand metrics.
Trackers are undertaken for both B2C and B2B brands, amongst a representative sample of the target audience. Whilst B2C trackers are usually conducted online, it is often far harder to get the commitment of business audiences in this way, so B2B trackers may be conducted by phone or even face to face.
Usage and Attitude studies
A Usage and Attitude study (or U&A) is a strategic survey undertaken to provide essential information about the relationship between the consumer and the brand. U&As are market-wide studies and can be qualitative or quantitative in nature.
U&As are conducted with a representative sample of the target audience that may include both users and non-users.
They usually cover a wide range of issues including triggers and barriers to purchase, frequency of purchase, frequency of use, appraisal of features and benefits, brand image and brand loyalty.
For non-users specifically there may be a section on barriers to adoption.
A U&A will help address strategic brand questions such as:
What is the brand’s optimal proposition and positioning?
What bundle of feature and benefits do customers most want?
Where are our areas of greatest brand differentiation?
How can the brand offer be enhanced?
What advantages do our competitors offers hold over ours?
Our approach can cover the entire customer journey, from awareness through purchase to usage. It may involve online, phone or face-to-face surveying, but equally could include qualitative approaches such as focus groups or ethnography.
The ability to identify the right customers for your brand and then target them appropriately is essential for brand success.
Segmentation enables this process to occur, by breaking the market down in to groups of consumers that each share common, targetable characteristics and behaviours which can then become the focus of tailored sales and marketing activity.
At their most basic, segmentation models tend to reflect simple demographics such as gender, age, social class and household composition. However, more insightful ones will include a number of ‘softer’ components, potentially reflecting needs, attitudes and behaviours.
Ultimately, segmentation models are usually quantitatively-driven. However, qualitative research and / or Usage and Attitude (U&A) outputs may initially be used to identify whether there are any other, distinguishing segment criteria that could enhance the power of the model by making it more intuitive and multi-faceted.
Key Driver Analysis
Key Driver Analysis is used to identify the customer-related issues that exert the biggest influence on your brand’s performance, such as brand recommendation, brand trust and brand satisfaction.
For example, Key Driver Analysis could be used to answer the following:
If we increase brand trust by X%, what impact will it have on the customer’s propensity to purchase?
Is there a positive correlation between satisfaction with the next-day delivery service and the likelihood of recommending the company to others?
In these examples brand trust and overnight delivery are the potential drivers.
Key Driver Analysis is frequently used to analyse and compare a number of potential drivers, in order to identify that ones that hold the greatest potential for profitable brand growth.
Key driver analysis can also be used internally, to improve processes linked to performance and profitability.
We’ll help you identify the right price point for your product or service, by determining how much your customers are prepared to pay for it, within the context of any trade-offs they are prepared to make.
We’ll select the most appropriate research pricing technique from amongst a number of established candidates, including:
Van Westendorp Price Sensitivity Monitor
Brand Price Trade-Off