Who are your customers and what matters to them? Are there new audiences you’re missing and where are they located? How can you reach out to them and really reach them?
At the same time, how can you tell what your consumers actually think about your brand? Is your marketing having the right impact on your target market? Is your marketing message getting through to the real buyers of your product or service?
Find the answers to your business questions by activating consumer research and brand research. Uncover findings that you can plough back into your business and marketing strategy.
What is brand research?
Brand research unpacks an analysis of your brand.
This is important because your brand is a potentially powerful asset for business growth. It is the key to connect with customers and those in positions of influence over potential new clients. In other words, the intel uncovered through brand research helps you to better manage and bolster your brand.
Research by brand research firms can include:
• Brand perception audits;
• Brand name and product packaging testing;
• Brand awareness measurement;
• Brand association assessment;
• Brand sentiment and satisfaction polling; and
• In-store and ecommerce brand experience tracking.
Comparatively, what is consumer research?
Consumer research connects the dots between business and marketing strategy. In an environment of Always On brands, consumer research is a useful tool to help you to assess your brand positioning as well as marketing reach and impact.
By conducting consumer research, you’ll be able to tell how consumers perceive your brand in relation to your competitors.
Creative consumer research opens up debate between a brand and its agency team, as creative audits on competitive brands inform moves in messaging and design. E+I’s Creative Intel Round Tables are never short on challenging discussion that fires up more imaginative creative thinking.
How do we approach research?
E+I uses research and information to generate market insights that underscore the development of relevant strategies.
Our technology includes a powerful online reporting capability that allows clients to see live research feedback in clear graphic representation on PC or mobile. This truly represents instant feedback and is used both across consumer and business segments.
At Ebony+Ivory we have an in-house marketing intelligence team known as NOTED Thinking, with capabilities that include a top-drawer, online research/panel/community platform, as well as access to a prescreened diversified audience of 16,000+ adult South Africans.
Ongoing work includes the management and use of a research panel for a major South African media company, as well as numerous ad hoc research projects.
We also recommend and develop data mining solutions for our clients. In conjunction with specialists in this field, we conduct “big data” analyses/visualisation of large data sets often comprising customer service records (service centre interaction), customer purchase journeys, product usage, customer enquiries and churn.
What are the benefits of research?
Both qualitative and quantitative research can help you to identify where your brand sits in the minds of your consumers.
Qualitative research, through focus groups, mini-groups and one-on-one interviews, can enable you to identify consumer insights and key product benefits, strengths and weaknesses. Quantitative research can then open up the bigger picture, by examining brand awareness, brand usage, brand image and brand loyalty, along with consumer demographics and psychographics.
But knowing which questions to ask can be the tough part. The results you gain from brand and consumer research will depend heavily on the type of questions you’ve asked.
For example, when testing a new brand positioning, a simple survey could reveal whether or not the new positioning resonates with the target market. But what you actually need is a deeper understanding of the consumer’s feelings towards the brand positioning. Is it believable? Is it appealing? Is it relevant?
Is E+I a brand research or consumer research agency?
We are both. If you need brand research to help you clearly see who your target market are, what their pain points are, how your product or service can help them and what they currently think of your brand, E+I can partner with you.
If you need consumer research agency strength, we will help you formulate and execute research that works for your business. With accurate consumer research in hand, you’ll gain a better understanding of emotional and rational decision-making triggers in your target market and moves being made by your competitors.
We are passionate about assessing brand image and reputation and our strategy team includes a heavyweight research specialist who brings business analytics to the fore in development of marketing strategy.
Get in contact.
Contact Ebony+Ivory for insightful brand and consumer research services.