It’s crucial that you’re always one step ahead of the competition, and to do that, you need to know how your customers see your brand. In this blog post, we’ll discuss how to conduct effective brand research in order to uncover your competition’s secrets!
What is branding?
Branding and brand identity is incredibly important for any business, big or small. It’s how a company reflects its reputation and includes everything from the name and logo to how the business is presented to the public.
Contrary to popular belief, branding focuses on many things more than just colours and images. There’s an overall voice, mission, and set of values that need to be conveyed, and good marketing is a way to create positive associations and help people remember the company.
Great marketing takes it one step further and teaches people that brands are so amazing they should follow them completely blindly. Brand research lets you see how people perceive your brand.
Understanding and measuring brand perception
Understanding and measuring brand perception is essential. Brand perception is the way that consumers perceive a brand, and it can be measured through surveys, focus groups, and interviews.
By understanding and measuring brand perception, businesses can identify any gaps between the way they want their brands to be perceived and the way that they are actually perceived by consumers. This information can be used to make changes to the branding strategy in order to improve the brand’s reputation.
Businesses can also use brand perception data to track the success of their marketing campaigns. If a campaign is successful, it will result in a positive change in brand perception.
Businesses can also use this data to determine which marketing channels are most effective and which ones need improvement.
Measuring brand perception is an essential part of any successful branding strategy.
What is brand research, and why is it important for businesses?
It is the process of gathering data about a brand in order to better understand how it is perceived by consumers. This information can be used to improve the brand’s marketing strategy, products, and overall reputation.
It is important for businesses because it helps them to make informed decisions about their brands. Without this research, businesses would be basing their decisions on guesswork, which could lead to costly mistakes.
Marketing research definition
It is the process of gathering, analyzing, and reporting information about a particular market, product, or service. This information can be used to help businesses make informed decisions about their marketing strategies and products.
The brand market research process
The market research process typically involves the following steps:
1. Identify the objectives of the research
The first step in any brand research project is to identify the objectives.
- What questions do you want to answer?
- What information do you need to make informed decisions about your brand?
Defining the objectives will help you to focus your efforts and produce results that are relevant to your business. There are 3 types of objectives:
The objective of exploratory research
The objective of exploratory research is to gather as much information as possible that will help to define problems and suggest a hypothesis.
The objective of descriptive research
The objective of descriptive research is to better understand marketing problems, situations, or markets. By understanding the characteristics of a problem or situation, businesses can develop effective solutions. Descriptive research can also help businesses to understand the needs of their target markets and identify opportunities for growth.
The objective of causal research
Causal research is used to test hypotheses about cause-and-effect relationships. It is used to explore ideas and generate new theories. Causal research is also used to confirm or disprove existing theories.
By conducting causal research, businesses can gain a better understanding of the factors that influence consumer behavior. This information can be used to develop marketing strategies that are more effective.
2.Developing research plan
Developing a research plan is an essential step in any brand research project. The plan will outline the sources of existing data and the methods by which new data will be gathered.
It will also specify the research approaches and instruments that will be used in the study. The research plan should be tailored to the specific needs of the project and should be approved by the company’s marketing manager.
Information sources
The first step in developing a research plan is to gather information about the brand. This information can be gathered from online resources, such as websites and social media accounts, as well as from published reports and marketing materials. Once this information has been compiled, it can be analyzed to identify the key attributes of the brand.
Research strategy
The next step is to develop a research strategy. This strategy should be based on the objectives of the study and should specify the methods by which new data will be collected. The research strategy should also outline how the data will be analyzed and what conclusions will be drawn from it.
Research instruments
The final step in developing a research plan is to choose the appropriate research instruments. These instruments should be suited to the specific objectives of the study and should provide accurate and reliable data. They should also be easy to use and interpret, so that they can be used effectively by non-experts.
3. Gather information about the brand
Once you have defined the objectives of the research, it is time to gather information about the brand. This information can be gathered through surveys, focus groups, interviews, and online resources such as social media and blogs. It is important to gather as much information as possible in order to get a complete picture of how the brand is perceived by consumers.
4. Analyze the information
Once you have gathered all of this information, it is time to analyze it. This can be done through qualitative and quantitative analysis techniques.
Qualitative analysis involves reviewing and interpreting data in order to understand its meaning and implications.
Quantitative analysis involves analyzing data in order to find trends and patterns.
By combining qualitative and quantitative analysis, you can get a more complete understanding of how consumers perceive your brand.
5. Draw conclusions from the analysis
After analyzing all of this data, you will likely be able to draw some conclusions about your brand’s strengths and weaknesses relative to your competition. These conclusions can help you to develop a more effective branding strategy going forward.
6. Take action based on the conclusions
Finally, once you have drawn conclusions from your research, it is time to take action based on those conclusions. This may involve making changes to your marketing strategy, product offerings, or corporate culture.
It is important to take action based on your findings so that you can improve your brand’s competitiveness in today’s marketplace.
what is Secondary data?
Secondary data can come from a variety of sources, including online resources, such as websites and social media accounts, as well as from published reports or buy data from research companies, like Nielsen, and marketing materials. It can be used to compile information about the brand, identify the key attributes of the brand, and develop a research strategy.
Advantages of secondary data
- It is readily available and can be easily accessed.
- It is comprehensive and can provide a wide range of information about the brand.
- It can be used to identify patterns and trends in consumer behavior.
- It is low cost or for free.
- In some cases, a company needs data from an external source because it is impossible to collect this information internally.
Disadvantages of secondary data
- It may not be accurate or reliable, since it was not collected specifically for the purpose of the study.
- It may be outdated or irrelevant.
- It may not be suitable for all types of research projects.
- It can be that such data doesn’t exist.
What is Primary data?
Primary data is data that is collected specifically for the purpose of a research study. It is often more accurate and reliable than secondary data, since it was collected specifically for the study. It can also be tailored to meet the specific needs of the study.
Primary data is often needed for brand research because it provides a more complete picture of how consumers perceive the brand. It can help to identify patterns and trends in consumer behavior, which can be used to develop a more effective branding strategy.
Advantages of primary data
- Primary data is more accurate and reliable than secondary data since it was specifically collected for the study.
- It can be tailored to meet the specific needs of the study.
- It can help to identify patterns and trends in consumer behavior, which can be used to develop a more effective branding strategy.
Disadvantages of primary data
- Primary data is more expensive to collect than secondary data.
- It can be time-consuming and labor-intensive to collect and analyze primary data.
- Not all types of research projects require primary data.
- It can be difficult to find suitable sources of primary data.
Qualitative market research
Qualitative market research is used to uncover motivations, attitudes, and behavior. It involves collecting data from interviews, focus groups, or observations. This data can be used to develop a more complete understanding of how consumers perceive the brand.
Observational research
Observational brand research is a type of qualitative research that involves observing how consumers interact with the brand. This information can be used to identify patterns and trends in consumer behavior.
There are a number of different methods that can be used for observational research, including focus groups, interviews, and ethnography.
Focus groups
In focus groups, a small group of consumers is brought together to discuss their thoughts and feelings about the brand. This allows researchers to get a more in-depth understanding of how consumers feel about the brand.
Interviews
Interviews are another method for conducting observational research. In interviews, consumers are asked questions about their attitudes and perceptions of the brand. This information can help researchers to understand why consumers feel the way they do about the brand.
Ethnography
Ethnography is a method of observational research that involves observing how consumers use the product or service in their natural environment. This type of research can help researchers to understand how consumers interact with the brand and how it fits into their everyday lives.
Behaviour Flow on Google Analytics
Behavior Flow on Google Analytics is a tool that can be used to track the movement of users on a website. It can be used to identify patterns, pain points, and trends in user behavior, which can be used to improve the design of the website.
The Behaviour Flow report can be accessed from the Acquisition section of Google Analytics. It shows how users are moving through the website, and it can be used to identify pages that are being used most often and pages that are being ignored.
The Behaviour Flow report can also be used to identify potential problems with the website. For example, if a large number of users are leaving the website from a particular page, it may indicate that there is a problem with that page.
Survey research
Survey brand research is a type of primary data that can be used to understand how consumers feel about the brand. It involves asking consumers to complete a questionnaire about their attitudes and perceptions of the brand.
Survey research is a cost-effective way to collect data from a large number of consumers. It also allows researchers to gather information from consumers in all parts of the world.
The main disadvantage of survey research is that it can be time-consuming and labor-intensive to collect and analyze the data.
Experimental research
Experimental research is a type of primary data that can be used to understand how consumers respond to different marketing stimuli. It involves exposing consumers to different marketing messages and measuring their response.
This type of research can be used to identify the most effective marketing messages and to understand how consumers react to different types of advertising.
It is important to note that experimental research should only be used when there is a clear hypothesis that can be tested.
Contact methods
There are a number of different contact methods that can be used for brand and market research. The most common methods are phone, personal, group, and internet.
Phone
Phone research is a type of qualitative research that involves contacting consumers by phone and asking them questions about their attitudes and perceptions of the brand.
One disadvantage of phone research is that it can be expensive to conduct. Additionally, it can be difficult to contact a large number of consumers by phone.
Personal
Personal research is a type of qualitative research that involves contacting consumers in person and asking them questions about their attitudes and perceptions of the brand.
One advantage of personal research is that it allows researchers to collect more detailed information from consumers. Additionally, personal research allows researchers to observe how consumers interact with the product or service.
Group
Group research is a type of qualitative research that involves gathering a group of consumers together and asking them questions about their attitudes and perceptions of the brand.
One advantage of group research is that it allows researchers to collect more data from a larger number of consumers. Additionally, group research allows researchers to identify patterns and trends in consumer behavior.
Online survey
Online survey is a type of qualitative research that involves conducting online interviews with consumers or collecting data from online surveys.
One advantage of internet research is that it allows researchers to reach a large number of consumers worldwide. Additionally, online data can be collected quickly and efficiently.
How to choose a target audience (sampling unit)
When conducting brand or market research, it is important to select a target audience that accurately represents the population you are trying to reach. There are a number of different factors that you should consider when selecting a target audience:
Geography
The first factor you should consider is geography. You should select a target audience that is representative of the geographic area you are targeting. For example, if you are targeting the United States, you should select a target audience that is located in the United States.
Demographics
The second factor you should consider is demographics. You should select a target audience that is representative of the target demographic you are trying to reach. For example, if you are targeting women, you should select a target audience that is predominantly female.
Psychographics
The third factor you should consider is psychographics. You should select a target audience that is representative of the target psychographic you are trying to reach. For example, if you are targeting luxury consumers, you should select a target audience that is affluent and has high discretionary income.
How many people are to be surveyed (sample size)
A large sample size is generally more reliable, but it can be more expensive to conduct. To determine the sample size, you should consider factors such as the population size, the estimated response rate, and the level of accuracy needed.
Generally speaking, a sample size of at least 100 is recommended for most research studies.
Other marketing researches
Besides brand research, there are other types of marketing research.
Customer satisfaction research
Customer satisfaction research is a type of market research that involves studying the attitudes and perceptions of customers about a particular product or service. This type of research is often used to understand what customers like and don’t like about the product or service, as well as to areas for improvement.
Brand loyalty research
Loyalty research is a type of market research that involves studying the attitudes and behaviors of customers who are loyal to a particular product or service.
Buyer persona research
Buyer persona research is a type of market research that involves studying the characteristics of typical buyers of a particular product or service. This type of research is often used to understand who the target buyers are, as well as to understand their needs and preferences.
Pricing research
Pricing research is a type of market research that involves studying the effects of different prices on the demand for a particular product or service. This type of research is often used to determine the best price for a product or service, as well as to understand how consumers respond to changes in price.
Competitive research
Competitive research is a type of market research that involves studying the strategies and tactics used by competitors to attract customers. This type of research is often used to identify areas where the company can improve its marketing strategy.
Market segmentation research
Market segmentation research is a type of market research that involves studying the different segments of the market for a particular product or service. This type of research is often used to understand which segments are most likely to buy the product or service, as well as to understand the needs and preferences of each segment.
How to use the findings from your brand research to improve your business
Brand research can provide valuable insights into how customers perceive your business. By conducting surveys and focus groups, you can learn about the likes and dislikes of your target audience. This information can be used to improve your business in a number of ways.
For example, you may discover that customers are unhappy with your current logo. In response, you could redesign the logo to make it more appealing.
Or you may find that customers are unaware of your newest product line. In this case, you could create a marketing campaign to increase awareness.
By using the findings from your brand research, you can make changes that will improve your business and help it to better meet the needs of your customers.
Examples of successful brand research campaigns
Brand research campaigns can be hugely successful, providing valuable insights into consumer attitudes and behaviors. However, they can also be expensive and time-consuming to execute. As a result, brands need to carefully consider their objectives before embarking on a research project. With that in mind, here are three examples of successful brand research campaigns:
In 2015, Kellogg’s conducted a global study to understand how cereal was being consumed around the world. The study revealed that consumers were increasingly eating cereal as a snack, rather than at breakfast time. Kellogg’s used this insight to develop new marketing campaigns and product formulations that better appealed to snacking occasions.
In 2017, Nike embarked on a multi-year research project to understand the attitudes and behavior of female athletes. The findings from the study helped Nike to design products and experiences that better met the needs of women athletes. In 2019, Nike launched its first line of performance sports bras, which quickly became one of the brand’s best-selling products.
In 2018, Amazon conducted a wide-ranging study of consumers in the US, UK, and Germany to understand how they shop for groceries online. The study found that convenience is the key driver for online grocery shopping, with most consumers looking for a quick and easy experience. Amazon used these insights to redesign its grocery delivery service, making it even easier for customers to get their groceries delivered to their door.
These examples show that brand research can be an invaluable tool for driving business results. By understanding the needs and behaviors of their customers, brands can develop products and experiences that better meet their needs.
Conclusion
Brand research is an essential part of any business. By understanding who your customers are, what they want, and how you can meet their needs, you can improve your products and services to better serve them – and increase your profits in the process.
The different methods of conducting brand research we’ve looked at can help you get started on this important task. But remember, brand research is an ongoing process; it should be revisited regularly to ensure that your business remains relevant and appealing to your target market.
In our final section, we’ll look at some real-world examples of successful campaigns and give you tips for getting the most out of your own research efforts. Thanks for reading! To learn more about increasing brand awareness, please read our blog post How to Increase Brand Awareness: Full Guide & Strategy.