Brandspeak is a B2C and B2B quantitative research agency, providing solutions for clients in the UK and globally.
We undertake a wide variety of quantitative research projects to provide critical understanding in relation to markets, customers, brands, innovations, communications, products, services and customer / user experiences.
We undertake a wide variety of quantitative research projects to provide critical understanding in relation to markets, customers, brands, innovations, communications, products, services and customer / user experiences. a wide variety of quantitative research projects to provide critical understanding in relation to markets, customers, brands, innovations, communications, products, services and customer / user experiences.
The outputs provide the numerical and statistical clarity needed by our clients to enable business decision-making and marketing planning.
Whatever your quantitative needs we offer a range of different approaches including:
We also undertake mixed methodology studies where qualitative and quantitative research approaches are combined within a single project – to enable us to take the results and recommendations much further.
Examples of typical project work include:
- Sizing the key dynamics of a potential new market, addressing consumers, competitors, channels to market, key purchase and consumption behaviours.
- Assessing new product or service concepts in terms of overall appeal and the relative importance of individual features and benefits.
- Measuring the customer experience provided by the brand at different touch points, to determine if, where and why the brand is losing potential customers.
- Assessing different advertising concepts to determine which ones have the greatest potential to drive consumer engagement and acquisition.
- Determining the optimal price point for your brand.
Other types of survey include:
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. 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 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.
What to find out more about our brand development research services?
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 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 powerful ones may 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.
Customer segmentation can be used for a variety of different goals to optimise how your company delivers its products or services to target the most profitable consumer groups.
Key Driver Analysis
Key Driver Analysis is frequently used to analyse and compare a number of potential drivers, in order to identify the ones that hold the greatest potential for profitable brand growth.
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 can also be used internally, to improve processes linked to performance and profitability.