Leading brands maintain strong programs to understand how their brand is perceived in the marketplace. Research insights help teams calibrate which actions they should take to maintain and build on their strengths.
Brand building research creates a foundation that businesses of any size can use to make sound decisions about growth plans from brand extensions to major expansions. Teams gain a realistic view of their brand positioning along with insights they need to ensure they’re taking the right steps to achieve their full revenue potential.
We partner with brand teams to design custom research to help them evaluate brand equity and design activation strategies that will keep their brand on a forward trajectory.
Want to explore a fresh approach to building your brand?
Your brand’s architecture forms the basis for a successful product strategy, requiring mapping, benefit definition, and stakeholder alignment. With a strong foundation, decisions are guided by your strategic framework, ensuring seamless development and long-term success.
Read more: You understand your brand architecture, now what?
Teams with an insights program articulate brand differentiation well, and are able to build strong action plans for successful brand launches and refreshes. We blend qualitative research to help them understand customer sentiment with quantitative research to validate assumptions.
Learn how: Brand Building Research Toolkit: Your Brand for Long-Term Growth
projects a year using immersive techniques + data science
quantitative surveys a year
qualitative sessions annually
countries of project experience
Mamta Gupta, Executive Director, Head of Global Strategic Intelligence at JPMorgan Chase, talks about the best practices she followed to create her top-tier insight teams. Watch the webinar replay to learn more about how she assembled a powerhouse insights function to drive strategic decisions in the global financial services arena.
Read more about our approach to identifying the insights that help brands flourish.
We begin by developing a comprehensive understanding of a brand’s market position. Brand tracking studies offer quantitative insights into metrics like awareness and loyalty, while qualitative research, such as focus groups, provides deeper insights into consumer perceptions. Our team also conducts a deep market analysis to assess competitors and analyze data to ensure we’re uncovering the opportunities and threats that might impact brand growth. Each brand has a unique set of needs, and our team tailors a solution based on the brand team’s objectives and goals.
We rely on a number of methodologies for evaluating brand equity. Brand tracking studies provide quantitative data on key metrics like awareness and loyalty over time, offering insights into brand health and marketing effectiveness. Qualitative research methods such as in-depth interviews (IDIs), focus groups, in-home ethnographies, and pop-up experiences offer deeper understanding of consumer perceptions and emotions. Market analysis, including examining market share and pricing data relative to competitors, helps gauge brand strength and pricing power.
We work with teams to develop brand mapping exercises to identify unique brand associations to inform brand positioning strategies. We will also use customer satisfaction and loyalty surveys that measure customer experiences and willingness to recommend as these are crucial elements that teams can use to build brand equity. Our approach ensures brand teams gain a comprehensive understanding of brand equity to help them build on their program for long-term success.
We help brand teams prioritize key indicators that are important to their business and growth goals. This holistic approach helps brands understand their strengths, weaknesses, and areas for growth in the market.”
We help brand teams prioritize key indicators that are important to their business and growth goals. This holistic approach helps brands understand their strengths, weaknesses, and areas for growth in the market.
Brand awareness, preferences, loyalty, and equity, are essential elements that we include in brand tracking studies. Our quantitative team wants to ensure that the KPIs are aligned with the company’s goals, and that they are accurately representing elements such as market share, revenue, and digital engagement data to provide tangible insights into market performance and customer engagement online. Competitive benchmarking compares brand performance against competitors, analyzing KPIs and market positioning.
We integrate customer satisfaction survey data, Net Promoter Score (NPS), and sentiment analysis to understand the emotional connections with the brand.
Market research helps brands refine positioning by gathering insights on consumer perceptions and preferences through surveys, interviews, and focus groups. Analyzing this data uncovers competitive advantages, informs strategic decisions on product development, pricing, and marketing campaigns, and allows for continuous adaptation to changing market conditions, ensuring sustained relevance and competitiveness.
Constructing a brand tracking program requires ensuring ongoing relevance and the ability to provide fresh insights for growth. Employing a mixed methodology combining qualitative and quantitative research yields a comprehensive understanding of consumer behavior. Dynamic probing and qualitative interviews delve into consumer attitudes, enabling informed decisions. Continuous improvement through feedback evaluation ensures program effectiveness and alignment with organizational goals, driving long-term success.
Building brand equity requires a multifaceted approach encompassing several key strategies. Maintaining consistency across all brand touchpoints, including messaging, visuals, and customer experience establishes a strong brand identity. Identifying ways to consistently deliver quality builds trust, while effective communication reinforces your value to target audiences. Understanding how all of these factors work together can help you deliver exceptional customer experiences. An ongoing research and analysis cadence keeps brand teams aware of consumer trends and customer preferences, as well as emerging threats so they can quickly adapt to remain relevant and competitive.
Tracking brand health over time requires a comprehensive approach. Surveys and questionnaires deliver critical data on brand awareness, perception, and loyalty. Social media monitoring can also provide in-the-moment insights. Coupling these quantitative findings with qualitative methods such as focus groups, IDIs, and ethnographic research provides additional context into the “why” behind the findings. This 360 view of brand health helps teams see strengths and areas for improvement, so monitoring KPIs provides short- and long-term benchmarks and helps teams evaluate their efforts.
Radius has been a best-in-class partner for strong strategic and analytical capabilities. The team is extremely collaborative, tenacious and committed to helping us achieve our goals.”
