Brand Research is an approach that sees the consumer as an institution! It means:
- to listen to and measure the consumer, as it is the consumer who makes the final decision.
- to look for information that sheds light on what and the reasons why the target audience wants something.
- to reduce the risk in the matters to be decided.
We, as researchers, constantly ask the same question ‘Why is Research Done’ and answer this question on our own. The essence of the question, that is, the fuel of the research, is information and the purpose is to collect the information in the most accurate way possible. The most important thing on which to focus is to get to work with Research Companies and experts who will use the right method and apply it in the most reliable way. Otherwise, the given time and budget will be wasted. The most dangerous consequence is to have false information. From the brand’s perspective, having no information is better than acting on misinformation.
If the purpose of the research is to ‘create customer loyalty’, then ‘reach out for the emotions’!
“A brand that sticks in your mind is deemed to success. A brand that takes a place in your heart is deemed to gain loyalty.” – Scott Talgo, Brand Strategist
Here are the things to do after getting the right information:
- to analyse the information,
- to interpret the trends, forecasts, frequency distributions and correlations,
- to prepare strategies and present them to customers.
Whether traditional methods or neurological and physiological measurements are applied, the purpose of the research is to reach the inner worlds of consumers in order to reveal the role of brand and advertising in the daily life and unconsciousness of consumers.
The vision of research is to ‘measure brand perceptions’.
The main vision of research is to measure brand perceptions and use these perceptions to increase brand values.
“What distinguishes brands is their symbolic value.”– Prof. David A. Aaker, Brand Strategist
What research aims is ‘to gain deep insights’.
- to analyse the brand and consumer relationship
- to reveal the positive (+) and negative (-) values of the brand in the eyes of the consumer
- to turn the negative perceptions into positive
- to encourage teamwork
- to provide the right psychological environment
- to use the research results in the future, based on the status analysis.
What research brings to the brand is ‘to create a strategy’.
Where are we?
- Determining the brand position in the consumer’s mind:
- Studies about the expectations and usage habits
- Studies about brand image and positioning
Where should we be?
- Determining the marketing targets
- Identifying the communication targets
- Identifying the target audience
- Positioning and identifying the brand
How can we get there?
- Initiating creative studies
- Developing marketing and communication strategies
“An approximate answer to the right question (which is often ambiguous) is better than a definitive answer to the wrong question (which is often specific).”– John Tukey, Statistician
