When we’re building your brand,
we’ll use a comprehensive approach.
One that includes both
qualitative and quantitative research.
When we work with new clients, the first thing we do is listen. Hard. Then we use the appropriate combination of qualitative and quantitative research methodologies to create a winning brand.
Both methodologies can be extremely useful. Here’s why . . .
One-on-one in-depth interviews, dyads, triads, quads, mini-groups and focus groups, can provide a lot of valuable information. And we take the time to choose the best environment for holding discussions that elicit the most penetrating insights.
Sometimes it’s at a focus group facility, sometimes it’s in a hospital, or a school, or even in a bank lobby after hours. We’ve even conducted them in high-security prisons!
Useful qualitative discussions can also take place through online chat. Other times, nothing can replace an intimate conversation over the phone or in person.
When we do ethnographic research, we also select the approach that will give us the best insights — insights that your competition just won’t have. Sometimes we join a family as they visit a tourist destination. Other times we have participants create a story based on their thoughts and experiences, and then bring them into a collective workshop for discussion.
We’ll do whatever it takes to get the brand-building job done thoughtfully and affordably.
Sure we do phone surveys, online surveys and collect secondary research data, but we also make sure our surveys include people who prefer to use only mobile devices.
The result? The findings are reflective of everyone we’re targeting — not just those with a landline phone or a laptop computer.
We also employ the latest statistical modeling techniques for segmenting a population or target audience, or for projecting demand for a new offering — be it a new product/service or a new real-estate development.
Finally, you should know that Brand Planning is committed to leveraging the significant advantages that new technologies bring to survey research. Everything from geo-targeting to monitoring real-time changes in respondent choices. We’ll use whatever techniques best reflect what consumers really think and how they’ll act in the marketplace.