A 4-step research process to accelerate finding a Breakthrough Category for Challengers, and for strengthening Prime Categories for Leaders.
Successful brand development calls for both creativity and branding research.
Just as great chefs, potters at the wheel, or artists in their creative process both evaluate and create at the same time, successful brand development requires the same blended intuitive and analytical mindset.
Marketing research consultants & strategy experts distill 10 key marketing research tips to help decision makers find promising market opportunities, generate and evaluate new products, refine pricing, strengthen competitive positioning, and boost brand awareness in a target segments.
There are two factors that can deliver a the Big Payoff in marketing research: consistency and creativity.
Time-extended online focused interviews, as a marketing research methodology, is highly convenient for consumer and B2B respondents and delivers insights and data usually far more productive than earlier-generation qualitative methods.
This article outlines a 15 cell Brand Assessment Matrix that concisely measures brand equity. For executives, researchers, brand managers, and agencies.The first dimension of the matrix is the CORE ELEMENT or function of brand: 1) Value Bundle, 2)Brand Promise, and 3) Brand Picture. The second matrix dimension is the FIVE QUALITIES OF A GREAT BRAND. By measuring each cell of the matrix — internally and externally — a comprehensive assessment results without long questionnaires.
Here are 10 hot tips for marketing research.
Today, it’s easy to become enamored with ever-changing marketing research data collection tools. Smart phone mobile surveys, online forums, online surveys with interviewer intervention, and more. The data gathering tool kit expands. Wait, wait. First things first. That is, think first. This post suggests steps to guide that critical thinking. Bottom line: first think about both opportunities and need for a marketing research study. 1. Address key questions: To help
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Here’s a fresh outlook for anyone who creates, manages or nurtures brands to success. The challenge is to become a more astute brand-thinker and decision-maker by seeing your brand or your company with new eyes, of one having very personal qualities. This article presents the author’s experience with the 5 qualities and 3 levels of brand.
Big paybacks from market research come from identifying new product introduction opportunities. This article shows which market research methods are best for each stage in the product development cycle.