Brand research

Making informed, evidence-based brand and business decisions

Understanding your clients through brand and market research

Understanding clients: their motivations, their attitudes, their challenges, their drivers. All these are key in delivering a brand that is connected to a client's needs and wants.

Brand and market research unearths these findings and insights, enabling you to tackle your brand challenges within the lens of competitive advantage. As a brand research agency, we love to solve complex brand challenges for our clients, and understanding your audience and market context is central to achieving this.

Through qualitative and quantitative brand research, and ongoing measurement through brand tracking, we can help you uncover specific insights that allow you to make key decisions regarding branding, marketing and audience engagement. Equipped with insights that come directly from your clients, your key stakeholders or the market, you will be better prepared to proactively grow your brand.

Our qualitative and quantitative research methodologies enable you to:

  • Determine current levels of brand awareness, brand recognition and equity
  • Segment client audiences, their wants and needs
  • Identify and evaluate new market opportunities
  • Test branding and marketing concepts
  • Report upwards to the C-Suite and other senior stakeholders
  • Guide brand strategy development
  • Direct future brand and marketing decision making.
At its heart, brand research is about building a deep understanding of your clients and potential clients by uncovering insights, and answering key questions such as:

  • Clients – Who are they? How can target audiences be segmented?
  • Attitudes – What are their perceptions of your brand?
  • Drivers – What are their purchasing motivations and needs?
  • Behaviours – What do they choose, why do they choose, how do they come to their decisions?
  • Competitors – How is the competitive environment mapped? Why should a client choose your brand over your competitors?
  • Obstacles – What obstructions may disincentivise purchase?
Brand and market research can help answer key questions about your category, clients, employees, stakeholders and brand, to deliver powerful brand insights that enable growth.

An overview of our brand and market research services

As a brand research agency, we combine a range of research tools and techniques to solve challenges quickly and efficiently.

Our brand strategy services include:

Qualitative research

Understand the key motivations and attitudes of audiences towards your brand.

Quantitative research

Use data to evaluate brand awareness and determine brand health.


Separate target audience groups to deliver tailored solutions.

Brand tracking

Evaluate your brand awareness and propensity to purchase over time.

Our brand and market research methodologies

We understand that every organisation faces a unique set of challenges. Our research methodologies are designed per client and per project to ensure we extract the key insights that will solve your brand challenges.

Qualitative research

Qualitative research engages with audiences one-on-one to extract key motivations and drivers behind attitudes and perceptions towards brands and decision-making behaviour.

Our qualitative research methodologies include:

  • Stakeholder interviews – A powerful tool that extracts and unpacks the complex issues within your business, your market and explores the key challenges you face. Whether clients, senior internal stakeholders or external partners, in-depth interviews enable deep dives into the driving forces behind their vision and passions. They encourage open, free exchange of information, allowing us to cover sensitive and confidential topics.
  • Focus groups – Gathering a diversity of stakeholders and interests in a controlled environment to extract insights, test concepts and draw out broader brand considerations.
  • Online communities – An evolution of traditional qualitative focus groups, online communities are a specifically-designed digital environment for a closed group of people, active for an extended period of time. Online communities elicit comprehensive and deep responses from consumers in a forum that is often more familiar and convenient for digital users.

Quantitative research

Quantitative research provides the data-driven confirmation to measure brand awareness and propensity to purchase. Coupled with qualitative research, this provides the actionable data to support and confirm qualitative insights or identify the differences where gaps analysis is required.

Our quantitative research methodologies include:

  • Online surveys – A cost-efficient mechanism to take the temperature read of your current clients and target market audiences.
  • Employee surveys – Asking your people to gather the internal perception of the brand and help identify any obstacles or challenges.

Brand measurement

Brand tracking is periodic or continuous research to monitor 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 is critically important for marketers, as business owners and stakeholders require evidence of return on investment for marketing initiatives.

  • Brand benchmarking – Researching the market to set base brand metrics that future brand research studies can be measured against.
  • Brand tracking – To extract insights that will help you adjust your ongoing brand management to achieve optimal results.

Delivering data-led insights

At BrandMatters, our reputation is built on our ability to unpack complexity and unearth meaningful insights that make a real and tangible difference for our clients.
See our Case Studies

The Guide to Brand Research

Download The Guide to Brand Research to learn more about how understanding market insights can help drive growth in your business.

The Guide to
Brand Research

Now more than ever, organisations need to develop a new understanding of their clients, the market and competitive landscape in order to survive and thrive. 

This guide is designed to help you gain a better understanding of brand research as a vital first step in building a successful brand for the future.

The Guide to B2B Brand Measurement

Download The Guide to B2B Brand Measurement for insights into the various methods to measure and evaluate brand health.

The Guide to B2B
Brand Measurement

Measuring and evaluating the performance of your brand and marketing activity is critical in ensuring your organisation is delivering accountability for your business objectives and brand strategy. 

This guide is designed to help you gain a better understanding of brand measurement and evaluation methods and how they can empower organisational growth and business strategy across organisations.

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Contact us to discuss how brand and market research can deliver data-led insights for your buisness

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