Brand/Image Research

We've grouped together all the information our site contains on brand research, branding and image research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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.
Considerations when employing a market research online community: The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.
Cracking the code of social media data analysis: While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.
In Case You Missed It... August 2010: News and notes on marketing and research: teen driving trends; Boomer online profile; Americans' tastes changing
Software Review: Q data analysis software: Pros: Easy graphical way to recode variables, merge categories and create filters; makes applying sig tests and statistical models to research data very easy; excellent range of use guides, help and online tutorials. Cons: output styling a little lackluster; limited support for tracking studies; U.S. support currently comes from Australia. Cost: Single-user annual license of Q Professional is $1,499. Q Basic with a reduced feature set is $849 annually. Multi-user and volume discounts available.

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There are 107 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Benefit impact analysis: Conjoint analysis is incredibly useful to managers. This article outlines benefit impact analysis, a relatively simple technique for exploring product elements that produces a measure analogous to conjoint’s utility values in lieu of conjoint analysis.
Helping managers understand the value of conjoint: Providing market intelligence to managers has its challenges. This article discusses the benefits of conjoint analysis that managers are most likely to embrace and highlights a dangerous pitfall to avoid when presenting market simulators.
Using conjoint analysis for price optimization: To the manufacturer with multiple products in a complex market, setting the prices of all the products in the portfolio can be an imposing task, particularly if the products compete with one another. This article demonstrates how conjoint analysis can help specify multi-product demand function. This leads to techniques for deriving the optimal pricing policy for a portfolio of products within a competitive environment.
By The Numbers: Increase response rates by increasing relevance: Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.
A recommended approach: The article argues for analytical approaches that are more comprehensive than a customer-centric approach and offers two examples, one which involves understanding the impact of marketing communications on brand purchases and the other which involves understanding the basis of brand choice.

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Related Events

RIVA COURSE 204: ALL ABOUT ETHNOGRAPHY: September 13-15, 2010; RIVA Training Institute will hold a course, themed 'All About Ethnography,' on September 13-15 in Rockville, Md.
WEBINAR: MROC PARTIES: MARRYING ONLINE AND OFFLINE ACTIVITIES TO BUILD BRAND, CAPTURE INSIGHT: September 22 at 11 a.m. EDT, 2010; Globalpark will host a Webinar, themed MROC Parties: Marrying Online and Offline Activities to Build Brand, Capture Insight,' on September 22 at 11 a.m. EDT.

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