Brand Research

You have to go deep to reach the soul. The best way to learn about our clients is to listen closely to them and their audiences. We commit the time and resources to deeply understand their needs, opportunities, and driving forces. We design and execute customized market research programs to inform and support our recommendations with detailed insights and external validation.

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What is Market Research?

Market research is an organized effort to understand audience perceptions, needs and motivations. We utilize research to draw out insights that create strategic advantage. We use market research in many ways for our clients: to understand current levels of awareness of their brands; to inform brand strategy, positioning and messaging decisions; and to measure the effects of the brand promises and messages our clients make to their audiences.

Brand research is market research designed to build or improve brand value. Brand research can play an important role during many stages of a brand strategy program.

  • When conducted early, it can help paint a picture of a brand’s current place in the market. It can also help an organization understand how it is perceived by listening to and interpreting its aspirations, challenges and opportunities.
  • Research during the buildout of a brand strategy program can help test the appeal and credibility of promises, ideas and messages.
  • Research at the end of a brand strategy program can validate the organization’s promise and set a baseline of awareness and appeal that can be tracked over time.

At Marshall Strategy, we conduct both qualitative and quantitative brand research for our clients, often in strategic combinations.

Read our blog entry about smart ways to use market research

Qualitative Market Research

Qualitative approaches to market research enable brands and organizations to gain a deeper understanding of why their audiences believe what they do. Qualitative methodologies include individual and small group interviews, online and in-person focus groups, and moderated communities. The benefits of qualitative research are a sense of the human motivations and beliefs that can inspire brand insights. Most of our brand strategy programs begin with qualitative research in the form of executive and internal stakeholder interviews, and customer interviews or focus groups.

Quantitative Market Research

Quantitative market research allows brands to measure factors such as awareness, appeal and loyalty with hard numbers, because they bring in data from a large audience sample.  Quantitative methodologies include awareness surveys, engagement surveys, brand health studies, and Net Promoter studies. We work with our clients to use these methodologies to confirm assumptions about audience perceptions, to validate important brand decisions, and to measure the success of brand promises and campaigns over time.

How We Differ From Other Brand Research Companies

Brand research methodologies change. Technology makes more forms of market research possible. Audiences become easier to reach, but their attention spans grow shorter. We partner with leading research experts to ensure we design the right brand research approach. We strive to use the most effective tools for each client and the markets they serve.

Our expertise is in interpreting the brand research and bringing forward the insights that lead to sound, sustainable brand strategy. Understanding the needs, aspirations and motivations of your audience establishes a baseline. Knowing what you can do and how you can build your brand strategy is much more valuable.  Through our research partnerships and brand expertise, we help our clients achieve both.

Read about how we used brand research insights to position a leading research university

View Our Brand Research Work

Caltech

Caltech

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
NanaWall

NanaWall

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Revel Architecture & Design

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

UC Berkeley

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

UC San Francisco

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy
UCSF_SoP Brand

UCSF School of Pharmacy

In Brand Research / Messaging Strategy / Positioning Strategy

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
University of California

University of California

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

VMware Partner Network

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Find out how we can help your organization.