| RESEARCH NEED: |
Analyze the existing or proposed market and current satisfaction/dissatisfaction levels, identifying the position and strengths/weaknesses of all major brands in order to enhance development of marketing and advertising strategies for the client’s product/service. |
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| RECOMMENDATION: |
Conduct a brand equity/market satisfaction study among well-defined buying influences in appropriate market segments. |
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| RESULTS GAINED: |
Identification of brand leaders and noteworthy competitors on up to 10 purchase measures; includes levels of present market satisfaction/dissatisfaction on each measure.
Measure importance of the above characteristics.
Document present areas of concern/dissatisfaction.
Identify respected brands/companies; likewise those with specific problems or negatives.
Measure familiarity with specific brands.
Measure opinion of specific brands.
Document present purchase likelihood for each of the major brands; probe for “reason why” testimony. |
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| ACTION STEPS: |
Re-position an existing product/service. Plan a program to fit a particular niche or market opportunity. Consider selling off a brand or acquiring a competitor. Set specific goals. |
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| METHOD: |
In-depth telephone surveys, combining quantitative measures with qualitative probing. |
Easy ways to get the answers you need.