Brand and Image Market Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Sponsored White Paper: Capitalizing on Customer Feedback - Creating Measurable Value from Voice-of-the-Customer (VOC) Programs

It seems like everyone is now collecting customer feedback. However, if you have already launched your customer feedback program, you have likely discovered that turning customer feedback initiatives into a highly effective, thriving VOC program is not a simple task. Creating and implementing a thriving and highly effective VOC program requires the right vision, awareness, and accountability that link the investments to the observed returns. “Capitalizing on Customer Feedback” addresses these three themes and provides the reader with examples of the principles in practice. The reader will be introduced to: new ways to think about customer feedback; top nine most popular customer feedback strategies; five steps of VOC evolution; four principles to realizing a strong return on your VOC program; two real-life case studies demonstrating the concepts in action.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

Rethinking the customer experience - part II

In part two of a two-part article, Danica Allen further explores a new approach to viewing the consumer experience and its relationship to customer satisfaction.

Could you be the next 'challenge brand'?

The author offers a quick profile of the Southwest Airline brand and how its unique qualities have helped to set it apart - and ahead - of its competition.

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

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Related Articles

There are 134 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Tags are it

Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.

Defending against private-label

When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Attitude surveys keep phone company in touch

Southwestern Bell Telephone Company uses its Customer Attitude Survey (CAS) to determine customer perceptions about the company and strategize key areas to improve the success of the company. What sets CAS apart from other research techniques is that customers participated in the design of the survey. When areas that need more in-depth research are identified through CAS, focus groups are conducted.

A look at the power of the design, the formula and the brand in taste testing

Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

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Specialties

• Brand Equity
• Brand Identity
• Brand Loyalty Studies
• Brand Positioning Studies
• Brand Share Studies
• Brand/Image Development
• Brand/Image Tracking
• Conjoint Analysis/Trade-Off Analysis
• Corporate Image Studies
• Image Studies
• Name Research
• Repositioning Studies
• Software-Conjoint Analysis
• Text Analytics

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