We recently introduced a refreshed approach to brand health, integrating new metrics designed to deliver insights with greater depth that brand teams can leverage to ensure their products and services resonate effectively with their audiences. There are countless factors that can set a product or service apart. It might be a stronger emotional or sensory appeal, a premium look and feel, or a reputation for reliability, enhanced customer service, or even environmental commitment. Developing the right mix of features will elevate your product, but how can you get there? Engage with consumers, gather their feedback, validate findings, and use their input to develop the product they want. Let their words guide clear, compelling messaging.
Move product optimization research in the right direction.
When you’re looking to optimize or enhance a product or service, blending quantitative and qualitative methods provides a more comprehensive understanding of market dynamics. Quantitative data helps teams focus by eliminating ideas that won’t work and identifying those with the most promise. Choice-based approaches uncover insights into feature preferences, benefit priorities, and pricing.
Qualitative research complements these findings by bringing products to life through direct consumer feedback. It provides depth and context, informing strategies like how to effectively talk about key features and articulate a motivating market position. Together, these methods create a balanced foundation for developing products that resonate with customers and clients.
Customer input helps craft messaging that resonates.
Data and customer feedback not only inform product development but also shape communication strategies that inspire action. Voice of the Customer (VOC) insights play a critical role throughout the research process.
Stories from customers and clients resonate with brand teams, helping them build VOC feedback into personas that guide messaging. These personas serve as a foundation for creative development, and when ready, research moves into testing phases to gauge consumer reactions. Whether through online bulletin boards or Real-Time Concept Optimization (RTCO) sessions, these methods connect brand teams directly with their customers for actionable feedback.
Stand out from the competition.
By taking the time to dig into data and feedback, your product or service can meet customer needs, hit the right price point, and stand apart from competitors. Done consistently and well, this approach creates a brand that resonates meaningfully with your customers or clients.
Is your research approach helping you resonate with customers to grow your brand?
