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Company Research Products
ABIR® - Advanced Brand Image Research: Getting the Best of Two Worlds
Areas of practical use: advertising concept development, advertising testing (brand impact on image), ad efficiency evaluation by means of image “shifts” analysis, determination of market niche/possibilities for product profitability, finding favourable directions for brand re-positioning, and visualization of brand image with relation to competitors in strategic planning.
Objectives to consider:
- To evaluate brand image;
- To evaluate image differentiation from competitors;
- To set goals for brand positioning;
- To evaluate the advertising campaign in terms of brand image shift;
- To evaluate brand image compliance with target audience values and needs.
Proposed solution:
- Brand perception area;
- Brand image;
- Competitive environment ;
- Advertising impact on brand image;
- Packaging impact on brand image;
- Point of maximum attractiveness.
Description of Research Stages:
1. STATEMENTS PHRASING (BRAND IMAGE PERCEPTION) – Preliminary quantitative research. Projective methods implementation. Determination of target audience values. Formulation of statements describing brand-image perception by target audience.
2. QUANTITATIVE RESEARCH QUESTIONNAIRE DESIGN –Creation of blocks for brands, package, advertising, lifestyle and attractiveness evaluation by each of the formulated statements.
3. DATA COLLECTION – Representative sample polling. In-hall, face-to-face interview. Evaluation of each brand following each statement. (advertising, packaging). Making use of cards with statements.
4. MATHEMATICAL PROCESSING- Factor analysis. Installing of cards for brand perception. Identification of the most significant factors and their constituents that provide brand differentiation. Identification of “coordinates” for different brands and values.
5. RESULTS TREATMENT- Evaluation of obtained two-dimension area. Description of factors and brand images. Evaluation of images shift influenced by advertising and packaging.
PURE® Problem Understanding Research: Identification of Challenging Aspects for New Product Development
Practical use areas: Brand promotion/positioning, new product development, problems identification system
Objectives to consider:
- determine a list of problems relative to category consumtion;
- identify problems for major brands in category;
- identify obstacles for further category market development;
- evaluate relative importance of listed problems.
Proposed solution:
- List of problems/most vital problems ;
- Frequently encountered problems;
- Most “unsolvable” problems;
- Major attributes of a new brand;
- Communicative platform;
Research stages description:
1. DRAWING UP A LIST OF PROBLEMS AT FOCUS GROUPS - A large number of focus groups are necessary to crystalize social and demographic differences while perceiving a problem. A group discussion is led as a “forum of plaintiffs”. A list comprising up to 100 problems is drawn up to be considered on the 2nd stage. Each statement is to be placed on an individual card.
2. DRAWING UP A QUANTITATIVE RESEARCH QUESTIONNAIRE– PROBLEMS RATING – Quantitative research, face-to-face interviews. Not less than 150 interviews, hall test. Questionnaire + Cards.
3. PROBLEMS RATING – Problems are ranked in compliance with their importance. Ranking for frequency. Ranking for the degree of market needs unresolved by the current offer.
