Three ways to optimise brand measurement through layered knowledge

bm guide to brand measurement layering internal knowledge with external insights
February 13, 2023
B2B Brand research

When your organisation makes the important decision to invest in an accountable and strategic brand measurement program, it is critical to ensure the findings are interpreted within the wider knowledge and insight that already exists within the business.

Applying a 360° perspective can help ensure the insights generated from brand measurement are optimised and relevant for both internal and external audiences. This process is an exercise that takes into account the three main layers of a brand’s knowledge ecosystem, allowing organisations to compile a complete picture of the overall health of the firm.

So, what are the three disciplines of research to consider when seeking to optimise the insights of your brand measurement program?

Layering internal knowledge with external insights to formulate your brand research

Internal knowledge

This internal research is typically comprised of desk research material, which is existing documents and secondary resources that contain insights into the background and context of the brand and organisational strategy as it currently stands.

Desk research is conducted prior to the more external-facing customer and market research components, as it provides a trusted and well-sourced collection of background information that can help define the composition of questionnaire content.

By generating the most informed and relevant questions from the information that exists already, you can ensure the insights generated are specific and contribute to brand and organisational strategy.

Customer research

The second layer of knowledge that needs to be considered is research defined and tailored to customers. As opposed to the broader layer of market research, customer research seeks to provide an unbiased, thorough and industry-specific analysis of what existing and potential customers want from an organisation in relation to the offer and positioning of the competitive landscape. There is often increased parity between quantitative and qualitative research methodologies when conducting customer research, where striking a balance between the two approaches is likely to yield the most tangible and actionable insights.

As a more distilled and specific research methodology, customer research seeks to identify the preferences, attitudes, motivations, and buying behaviours of a specific area of targeted customers. This allows for shared traits among the different groups to be categorised into segments and buyer personas, which are then used to create marketing campaigns targeting a specific segment or persona.

Market research

At the broadest layer, there are powerful external metrics and insights generated from market research. This research is traditionally and most frequently associated with quantitative research into the broader composition of the market landscape and competitive context through high level, standalone research programs, but they can also be continuous pieces of market tracking research that an organisation has previously commissioned.

A well-defined quantitative market research program allows businesses to gain a comprehensive view of how the organisation sits in the competitive context, in relation to both existing customers and potential, non-customers. Generating a wider understanding of the behaviours, wants and needs of different audiences allows firms to mitigate unnecessary risk in future or revised brand positioning territories and business strategy. 


Optimising brand measurement with internal and external insights

With a clear and concise understanding of the composition of the market and competitive landscape, the perspectives of existing and potential customers, and the preconceived internal understanding that exists within the business, it is easier to optimise and execute the findings and recommendations of a brand measurement program.

Traditional metrics of brand measurement such as awareness, association, consideration, preference and usage have more nuance and actionability when this 360° approach is applied.

This approach also alleviates some of the main challenges of brand research programs including:

  • A lower influence of the restrictive ‘first-read’ of data that can mislead or dissuade the insights generated.
  • Reduce the margin of error for one particular measurement, this layered knowledge exercise gives tangible evidence that one-off results shouldn’t determine organisational strategy and are instead considered in the wider ecosystem of knowledge that exists.

Effective brand measurement programs exist to make brands work stronger and more efficiently, enabling organisations to achieve their strategic objectives. To learn more about brand measurement, particularly in a B2B context, download our e-Book “The guide to B2B brand measurement”.

If your organisation would benefit from a pragmatic, bespoke brand measurement or research program that considers a 360° perspective, please feel free to contact us.

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