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Brand

A brand is a construct based on customer perception and influence by brand owners. Perceptions may relate to authenticity, innovativeness, status, trustworthiness, value, and more. Market research is often used to inform brand strategy and monitor brand health. For example, many brands conduct periodic research to see if, and to what extent, brand awareness and perceptions are changing over time.

Related Articles:
  • Letting Clients Be More Than Research Participants
    Calling on customers as consultants also has a hidden benefit: if your topic of interest is something that people may find too personal, too hard to be honest about—asking them indirectly can be most revealing. Jack may not be willing to tell you bluntly that he thinks your product is hard to use—that might make him feel stupid. But if you ask him how your product could be improved, he will be more comfortable suggesting that “some people” will find the product easier to use if the dials were just a little larger. It’s a twist on the old ploy, “It’s not for me, but...
  • It's not a Survey, It's a Contest!
    People like contests. I don’t know why. Must have something to do with why so many people like gambling. People generally don't like surveys. And it’s getting worse. How I long for the days when 20% response rates were considered “low.”
  • Sugging or Mugging: Neither Are Good
    While at the Marketing Research Association's First Outlook conference this past week, I listened to some interesting stories from people using their online communities as both research and marketing vehicles. This dual-purpose approach leaves me feeling, quite frankly, conflicted. And a little ignorant; apparently this is a widespread practice. Until now, I had thought most communities were primarily focused on listening to customers to uncover...
  • Low Response Rates? The Answer Lurks in The Shadows
    As researchers, we talk a lot about matching the methodology to the first objective. But given low response rates and the preciousness of qualified respondents, we need to focus a lot more on matching the methodology to the audience.
  • NPS is not the De facto Metric for Telecomm Customer Satisfaction
    The original article recommends NPS (Net Promoter Score) as the optimal standard for customer satisfaction with telecommunications providers. Ummm, no. So since I didn’t get to share on the TMCnet site, let me share some information here for those of you interested in measuring customer satisfaction in the telecommunications space. “There are many scenarios in which customers may be satisfied with certain service levels or offerings yet refrain from recommending or referring the larger offering to their friends.” Yes, this is very true...
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