The live of a brand is supported by research at all stages.
Product Development: Our tools are designed to assist you in creating new products and services, brand extensions and portfolio optimisations. They work in all stages of product development to find uncovered needs, translate them in product opportunities, define customer benefits and evaluate the success of the new product or product variant. These tools include Ideation sessions, Concept testing, Sensory and Usability research, Package testing.
Closely related to consumer experience are the studies on satisfaction and loyalty.
Usage and Attitudes studies are needed for general understanding of the usage of the category.
Price research unveils what is behind price perceptions and supports pricing decisions.
Brand Management: What’s in a brand? What makes people buy one bottled water over another? Both satisfy the same need. The brand touches us. As an expression of a dominant idea, value, belief of a personal, social or human scale, it connects with an aspect within us. The successful brand makes this at a deep level and speaks with a more universal voice. It is fascinating to deconstruct a brand and decipher people’s impressions, perceptions and connections. This is a wide area and the most common methodologies include: Brand positioning, Brand experience, Image and Brand health.
We measure the emotional, rational and behavioral aspects of consumer-brand relationship. Yes, we believe a brand has personality and also look for the cultural meanings and cues a brand leaves in its communication and established ways of usage.
The creation of brand identity is a process of constant interplay between our own vision of who we are as a brand and company and the reflections of that vision in the mind of consumers. Together with the idea we are having of ourselves and its visual symbols (name, logo, design), our organizational culture also influences the overall consumer experience of the brand. Perceiving the signals we send out to them, consumers are created and re-created in their mind the image and reputation of our brand, forming its identity.
Advertising: One could say that a story is as good as it is told. By understanding the impact of your communication, how your messages are perceived and what they leave behind, you can improve your advertising. Our tool measures the different levels of advertising response – emotional, rational and behavioral and provides in-depth evaluation of your ad. A diagnostic pre-testing is done before running the commercial and shortly after the campaign, a post-campaign evaluation measures its efficiency.
Media research – media was our first love and for years we produced multi-media ratings crossed with consumer and attitudinal data. Media consumption surveys, program development and evaluation, audience experience are the usual studies we undertake. For radio we do music tests and help identify niches for new formats.