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Image studies Definition

A study to determine consumer perception of a product, institution, brand, business, or person.

Image studies in marketing research refer to the evaluation of how a brand, company or product is perceived by consumers. This includes examining associations, attributes and emotional responses connected to the brand’s image.

What are the key aspects of image studies as it pertains to the marketing research industry?

• Focus on brand perception and reputation.
• Use of both qualitative (e.g., interviews, projective techniques) and quantitative (e.g., surveys, brand tracking) methods.
• Measurement of key attributes like trust, innovation, value and relevance.
• Comparison against competitors to assess positioning.
• Often part of larger brand health or equity research.

Who relies on image studies as it pertains to marketing research?

• Brand managers.
• Marketing strategists.
• Corporate communications teams.
• Advertising agencies.
• Consumer insights professionals.

Why are image studies important in market research?

Image studies provide a clear picture of how a brand is viewed in the marketplace, which is essential for strategic positioning, messaging and long-term growth. They help identify strengths to reinforce and weaknesses to address.

How do market researchers use image studies?

Market researchers conduct image studies to track shifts in perception over time, evaluate campaign impact and inform rebranding or repositioning efforts. The insights guide brand strategy, creative direction and media planning.