7 Things To Know AboutBrand Research

Dave NemiahMarch 15, 2013

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Agenda

7 things about brand research…1. Various tribes2. Multiple agendas3. Techy tool kit4. Focus…hidden drivers5. Drives new business6. Inspires creative7. Guides optimal design

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1. Researchers come from various tribes

Account Planning

User Testing

Web Analytics

1970 20101980 20001990

Market Research

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Tell the truth

2. Researchers have multiple agendas.

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2. Researchers have multiple agendas.

Tell the truth

Support client goals

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2. Researchers have multiple agendas.

Tell the truth

Feed great creative

Support client goals

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2. Researchers have multiple agendas.

Tell the truth

Feed great creative

Support client goals

Consumer & Market

Knowledge

Guide Brand Comms

Move People To Buy

Common Purpose:

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3. Researchers have a techy tool kit.

• Secondary research

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3. Researchers have a techy tool kit.

• Secondaryresearch

• Qualitative

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3. Researchers have a techy tool kit.

• Secondaryresearch

• Qualitative

• Quantitative

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3. Researchers have a techy tool kit.

• Secondaryresearch

• Qualitative

• Quantitative

• Statistics

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3. Researchers have a techy tool kit.

• Secondaryresearch

• Qualitative

• Quantitative

• Statistics

• Models

Maslow’s Hierarchy

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• Observation“See things others don’t see”

• Deductive thinking“Pull things apart to see problem/opportunity”

• Inductive thinking“Put 2 + 2 together to see higher order patterns”

• Analytics“Computerized view of patterns hidden to human view”

4. Researchers focus on hidden drivers.

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5. Brand research drives new business.

• Price of entry• Signal of world class team• Promise of great creative• Proof of ROI• Differentiates the firm

Brandview

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• Insights into hidden drivers…

• Fuel powerful creative….

• Moves the consumer mind

6. Brand research inspires great creative.

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7. Brand research guides powerful design.

But brand research also feeds the process from start to finish:

• Establishes a common frame of reference• Socializes to hidden drivers• Excites team as to possibilities & inspires creative thinking• Paves the way…creates appetite for powerful, user-centered design• Establishes a “logic train” that builds support/buy-in for final deliverables

• Validation research has an important role in process…

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• Reports are too long• Reports are too frequent• Running out of ideasThank You!