Brand research is about uncovering the insights that will lay the foundation for your brand’s development.

We love to solve complex brand challenges for our clients. Brand research allows you to build a deep understanding of your customers, the market and your competitive landscape from which to build your brand strategy and set your brand up for success.

Why research matters?

brand research table

What is brand research?

We need a strong, in-depth understanding of our target audience to develop a brand that will compel our customers to enthusiastically choose it over all the other options available to them.

Brand research is effectively doing your due diligence when it comes to your brand. More formally, it is research that is specifically carried out to assist with the creation, development, strengthening and ongoing management of brands.

At its heart, brand research is about building deep understanding of your customers and potential customers, and answering key questions such as:

  • Who are they?
  • How do they behave in your category - what do they choose, how do they make their decisions?
  • What are their needs and motivations when it comes to your category?
  • What do they think of your brand?
  • What makes your customers choose your brand over your competitors?
  • Why aren't non-customers choosing your brand?

Above all, brand research is a powerful tool that, when applied with judgment and discernment, can be an invaluable investment in the future of your brand.

Our brand research services

At BrandMatters, we love to solve complex brand challenges for our clients, and understanding your audience is a central element in being able to achieve this.

Over the years, we have worked with hundreds of B2B businesses, across a range of industries including financial services, professional services, healthcare services, automotive and aerospace, government and not for profit.

Since our inception, we have delved deep into each of these industries and their key clients, markets and competitive sets, and this has given us a unique perspective into brand strategy across these industries. Our clients appreciate the level of understanding we bring to the table when working on their complex, industry specific brand issues.

Following are the Brand research services we offer:

A deep dive into our Brand research services

Desk Research

To develop a thorough understanding of your business, we turn to your existing data first. There is significant value in reviewing, rediscovering, synthesising and distilling the wealth of information that already exists. Doing this with objectivity and specific objectives in mind can uncover surprisingly rich and actionable insights.

Where possible, we review and synthesise business and brand strategies, marketing plans and campaigns, research reports, surveys, competitor analysis, market data, sales reports, employee surveys, brand health monitors and more.

Stakeholder depth interviews

Stakeholder depth interviews is one of the most powerful tools we use to engage with senior and other key stakeholders in your business.

We have years of experience in asking the right questions to extract the information needed to unpack the complex issues within your business, your market and the identify the key challenges you face. This inside-out approach allows us to deep dive into the collective intelligence that sits inside your business.

They allow us to delve into the driving forces behind the project and tap into the vision and passions of these people. They encourage open, free exchange of information and allow us to cover sensitive and confidential topics. BrandMatters creates tailored discussion guides, and interviews typically run from 30-60 minutes, either in person or over the phone. We use the insights gleaned to feed into the development of your brand.

Brand research - qualitative

Brand research can help answer key questions about your category, customers, employees, stakeholders and brand - and deliver powerful brand insights which enable growth.

Qualitative research can include in-depth interviews and focus groups and other community engagement workshops that focus on extracting key insights from within your organisation.

Brand research - quantitative

BrandMatters has extensive experience in designing and executing bespoke quantitative studies and extracting powerful data that provides the necessary hard facts to guide brand development.

Quantitative research can include online surveys, telephone surveys and personal surveys. Talk to us about how we can design a cost-effective research program for your brand.

Brand tracking

Brand tracking is periodic or continuous research to monitor an advertising campaign or a brand's performance over time, using measures such as brand awareness, brand preference, and product usage. The ability to track your brand's performance and health before, during and after its launch or relaunch or promotional activity is becoming more and more important for marketers, as business owners and stakeholders require evidence of return on investment for these marketing initiatives.

BrandMatters can design and implement a brand tracking program for your brand, and extract insights that will help you tweak your ongoing brand management to achieve optimal results. As an added advantage, we have a normative database of over 14,000 business owners and decision makers that can help you understand just how well your brand is performing within the B2B context. Without norms, knowing what your brand score means is difficult. With norms to act as a numeric guideline, you have the context you need to interpret your survey results and set brand objectives.

Online Communities

Brand Matters can run online communities to gain insights from specific group of consumers that meet your target audience. An online community is an evolution of traditional qualitative focus groups and in-depth interviews. This method takes inspiration from social media and other online platforms to elicit comprehensive and deep responses from consumers in a forum that is often more familiar and convenient for modern consumers.

Typically, this approach uses a specially designed platform for a closed group of people and can comprise of a group of 10’s or 100’s of people.

The community is active for an extended period of time, often 1-2 weeks, and asks respondents to carry out a variety of tasks (eg diaries, video blogs, mood boards) and moderated discussions over that period.