{"id":127695,"date":"2022-01-11T09:19:16","date_gmt":"2022-01-11T17:19:16","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=127695"},"modified":"2023-09-06T10:01:58","modified_gmt":"2023-09-06T10:01:58","slug":"brand-research-strategy","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/brand-research-strategy\/","title":{"rendered":"Brand research strategy: A guide for success"},"content":{"rendered":"

Brand research helps with the creation, development and strengthening of brands. Using a variety of methods, researchers can discover a range of ideas.<\/span><\/p>\n

Conducting brand research will help your company discover the health of your brand. The potential of a business can be maximized by identifying threats and opportunities.<\/span><\/p>\n

You can understand if your clients are aligned with your values. The position you occupy in the market is also important, as is the health of your competitors.<\/span><\/p>\n

What is brand research?<\/span><\/h2>\n

Brand research is a tool that helps with the creation, development, and ongoing management and strengthening of brands.<\/span><\/p>\n

Analysis can be performed to understand the landscape and develop a launch strategy. Brand research can also be done post-launch to aid in the development of brand assets.<\/span><\/p>\n

For more established businesses, brand research can be used on a regular or ongoing basis to track consumer perceptions and experiences.<\/span><\/p>\n

Brand research methods<\/span><\/h2>\n

As with any research<\/a>, the most robust methodology will include information taken from multiple sources.<\/span><\/p>\n

Some will be easier or cheaper to obtain than others, but investing wisely means that you will develop a more detailed picture of the landscape and reduce the chances of bias that are inherent in any form of research.<\/span><\/p>\n

LEARN ABOUT:<\/strong> Brand health<\/a><\/em><\/p>\n

Polls<\/span><\/h3>\n

A good survey is still a great source of consumer feedback on brands and product categories, and can be useful regardless of what stage of development the brand is in.<\/span><\/p>\n

You can take surveys in person, over the phone, or online. Each has its own set of biases that researchers must be aware of.<\/span><\/p>\n

Surveys can provide quantitative insights for brand research, understanding consumer opinions on a larger scale.<\/span><\/p>\n

QuestionPro is probably the best known and most popular online survey software.<\/span><\/p>\n

Workshops and focus groups<\/span><\/h3>\n

Bringing different types of people, from customers to employees, into a workshop can bring some qualitative insights into the research mix.<\/span><\/p>\n

Asking open-ended questions allows you to get deeper insights, opinions, and emotional responses to your brand, product, or service.<\/span><\/p>\n

Twitter launched a service that turns 12,000 users into a quick research panel, allowing brands to assess what a cross-section study<\/a> of consumers thinks about a campaign or product.<\/span><\/p>\n

The service can be used before or during campaigns, offering focus group information at high speed and without using the same level of resources.<\/span><\/p>\n

Employees<\/span><\/h3>\n

Any customer facing an employee should have an idea of \u200b\u200bwhat prospects and customers think of your brand. <\/span>Salespeople, account managers, store assistants, and customer service representatives will have front-line stories that can be added to qualitative research.<\/span><\/p>\n

Social intelligence<\/span><\/h3>\n

Social intelligence offers a unique blend of research. Used well, it can offer a mix of qualitative and quantitative.<\/span><\/p>\n

The organic nature of the conversations reduces response bias found in surveys, while the volume of conversations means that you are not limited to a specific set of questions.<\/span><\/p>\n

You simply need to design the methodology to better answer the questions you would like to answer, while also being able to find aspects of the conversation that you hadn’t anticipated.<\/span><\/p>\n

While collecting social media metrics for campaign monitoring has long been a popular use case, deeper business insights can also be found.<\/span><\/p>\n

Even brands in pre-launch or relatively new or small brands with lower conversation volumes can gain insights by analyzing broad conversation types and topics.<\/span><\/p>\n

Segmenting your data using tags and categories is vital to highlighting relevant information in your data.<\/span><\/p>\n

How to conduct a brand research strategy<\/span><\/h2>\n

With surveys and focus groups, you can obviously ask people questions, although you need to design the questions to reduce bias where possible and keep them open.<\/span><\/p>\n

With social intelligence, you also have to design a methodology for brand research. One of the benefits is that you may come across information that you have not previously considered.<\/span><\/p>\n

Here are some topics that you may want to pursue, but the list is not exhaustive. There may be brand or industry specific information you want to search for.<\/span><\/p>\n