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 Content: Customer Experience Management Technology Takes Market Research to the Frontlines

This sponsored white paper from Medallia discusses how customer experience management technology is providing companies a deeper level of customer focus and enabling differentiated customer experiences.

Sponsored Content: 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.

Mining social media to boost segmentation

This article describes how researchers can employ an algorithm to unsolicited customer-generated content from social media to gather the opinions of their users to improve products and target messaging.

More than an activity: How passive 'shopping' is changing the path to purchase

This article examines the digital qualitative work Communispace conducted with the Advertising Research Foundation to uncover and explore consumers' "unconscious" shopping behavior and discusses how online and offline influences contribute to brand perception.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

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Related Articles

There are 317 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Distill complexity: perceptual maps bring it all together

Managing marketplace perceptions is a key component to successful marketing. Research professionals must communicate the complex information that comprises brand image so that management can make informed decisions. This article discusses the usefulness of perceptual maps in this endeavor.

Trade Talk: More proof that MR needs to adapt

This article looks at a survey conducted among customer experience professionals and why they are more focused on increasing text analytics and VOC software than traditional marketing research.

In search of the perfect plastic

Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.

Improving continuous improvement with maximum difference scaling

To perform better, companies need to know what’s most important to consumers. The author outlines how to use max-diff to identify improvement priorities.

Data privacy and social media: a look at attitudes by demographics

The author provides an overview of some of the key debates about data privacy in marketing research and addresses findings from three uSamp studies on privacy concerns.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

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
• Facial Coding
• Image Studies
• Name Research
• Repositioning Studies
• Social Media Research
• Software-Conjoint Analysis
• Text Analytics

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