When you want to quantify the effectiveness of a specific marketing communications campaign, you will conduct an advertising effectiveness study. The survey measures awareness, recall, and association of the campaign with your brand, as well as the impact of the campaign on assessments of your brand and the main messages communicate about your brand.

These studies quantify your brand’s word-of-mouth. The study seeks to ascertain your customers’ willingness to recommend and their likelihood to return/repurchase. We can also conduct leakage studies to identify weaknesses in your customer lifecycle, that is, to establish at which point they dropped out. Findings indicate where to revise product/service offering(s), train staff, inform sales and marketing communication, and guide future customer research.

Segmentation can be helpful when a brand seeks to strengthen its relationships with its customers by driving specific behavior among particular parts of its customer base. For example, segmentation based on attitudes, behaviors, and demographics better informs a brand’s marketing strategy and branding efforts. Among customers, you might seek to understand better who your customers are, how they use your product/services, what other competitive or supplemental products/services they use and why, to what degree they are aware of your offering’s benefits, which features/benefits do they find most important/appealing, their usage of and experience with your product/services and features, their current perceptions of your brand (versus others used) and any barriers that exist to increasing use/using your product/services.

As the frontline interface with your customers across many touchpoints, this type of study is often a component of a more significant customer experience project. Research explores the experiences and attitudes of your employees along with their brand perceptions to identify opportunities for tighter alignment with your mission, brand position, and value proposition.

An effective and intuitive website or mobile application is one of the most visible examples of “where the rubber meets the road” in your customers’ or users’ overall experience. Our studies test your navigability and user-friendliness. We look to see if the appropriate conversions are happening as they should be and if the call(s) to action is/are easy to find and execute. We assess finite aspects like terminology/verbiage, page layout, flow, number of clicks, etc., and broader implications like the online/app experience representative of your brand.

This step is critical to providing a solid understanding of the major players in your space and the trends and mindsets of your consumers. It is an essential step in identifying opportunities for competitive differentiation. This work allows us to analyze your market-facing position(s), missions, key messages, and any other brand-related communication alongside your competitors. Along the way, we can make predictions as to whom competitors are trying to target. You can use it to inform later stages of research. For example, we can design a much smarter questionnaire for consumer surveys and identify key messages, “hot buttons,” and niches that we want to quantify. Where applicable, we include elements of social media “listening” as a part of this process.