Whether you are doing well in a thriving business situation, or if you think your marketing campaigns can use a little help, it’s always a good idea to do a bit of brand research.

Brand research will help you to determine how healthy your brand is, identify threats and opportunities, find out if your customers are aligned with your values and determine your position in the marketplace in comparison to your competitors. If you would like to find out this information, there are certain steps you should take to ensure your brand research is providing you with the necessary results. Here are some general guidelines you should follow.

If you would like to make sure your business is conducting brand research that will provide an accurate assessment, consult the experts at San Diego graphic design and branding company Lien Design.

Brand Research Methods

There are many ways of conducting brand research. These are as follows:

Surveys:

A great way to find out how satisfied your customers are with your product is through surveys. These can be conducted in person, by telephone or online.

Workshops and Focus Groups:

You can also gather customers into a group and ask them open ended questions that will reveal how they are reacting to your brand on an emotional level. This will yield opinions as to what they think of certain products and services.

Employees:

Because your employees work directly with customers, they may be able to provide insight as to how customers react to certain products.

Social Intelligence:

This can reveal customer opinions through the use of conversations, which may reveal more than a survey would. Conversations can be conducted on social media or in person.

What to Look for In Your Brand Research

Competitive Analysis:

This is a strategy where you evaluate your customers strengths and weaknesses relative to your own. Conducting this analysis can provide you with valuable information for building your marketing campaign.

Brand Awareness:

Consumers may be aware of your brand, but to what extent? Are they able to recall unprompted? Focus groups are most effective in finding out this information.

Brand Perception:

This is what people actually think of your brand including what it represents, what people think of its product design and services and how they perceive it as compared to other brands.

Brand Association:

This will help determine what customers think of when your brand comes to mind. If you’re a luxury brand, you want to make sure customers are associating your brand with other luxury items and experiences. On the other hand, if you are a bargain brand, you want customers to associate your brand with savings.

Brand research is an important part of building a successful marketing campaign for your company. When conducting research, be sure to encourage people to open up by asking simple question, pay attention to emotional responses ad be open to the opinions and results you get. Think about which methods will work best for your company. Those in the California area can consult Lien Design to ensure that their brand research provides them with accurate results that will help them build a successful company.