We design custom research programs utilizing a selection of tools based on clients’ objectives and existing insights.
Review existing digital, web, Branding, marketing materials tactics. These might include efforts made by the brand and/or associations that are relevant to the brand promotion activity. We will perform a “Context Analysis” of all available material which are deemed to be part of Branding.
Review existing research, conduct a web search for industry studies, etc. Deliverable: Deck-style summary of findings, implications for Branding, and identification of areas where more information is needed.
We recommend three focus groups to gain a “market perspective” on a sub-set of brand narratives and, possibly, other executional elements which may be “in play.”
Internet survey to profile databases - Split sample design that includes both potential and past customers via an opt-in panel, which will provide project ability on a set of key attitudinal metrics such as Brand Awareness, Brand Imagery, decision motivation, information sources, likelihood to recommend, barriers, and user satisfaction.
A factor analysis of U.S. households by desired geographic area. Every household is sorted into one of 66 discrete “clusters” based on an aggregation of data from many consumer databases such as Nielsen Household Data, Simmons or R.L. Polk. Consumer data is appended to household demographic and self-reported data and used at the zip code, zip+6 (block code) and individual household level to create and populate the PRIZM clusters. We use two dimensions to help organize clusters: socio-economic (the vertical scale) and urbanization (the horizontal scale). Cluster “nicknames” are descriptive of cluster tendencies and are augmented with detailed demographic, lifestyle/psychographic profile and media usage data.
Up-To-The-Second Prospect and Customer Database Insight.
Identification of a brand’s most competitive, valid and meaningful positioning according to information gained in the areas of: Company, constituency, and competition through TGA proprietary research tools.
60-minute, face-to-face interviews using an interview guide forwarded to participants ahead of meeting time. Ideally, interview subjects would include “Brand Stakeholders”, those with a vested interest in the outcome of the campaign. This survey will include target understanding, assessments of current Brand/marketing, expected outcome from a greater focus on/investment in Branding and potential ideas which should be included.
Additionally, the questionnaire will include a series of statements to be rated. These statements will be divided into sections and include the key criteria by which brand choices are made.
Five-hour workshop featuring “Sparks” and “Pro-File.” These tools use projective techniques to elicit thinking from a group of between 12 and 20 “subject-matter experts” within your brand. We will begin by presenting a short summary of findings from the leadership and external interviews and then facilitate the “Sparks” and “Pro-File” sessions.
Sparks is a brand inventory tool that generates a large number of ideas and “brand opportunity statements” for further evaluation using validity/motivation/differentiation criteria.
Pro-File uses collaging techniques to team-build profiles of brand competitors and key market segments, e.g., young families, retirees, local business leaders , influencers, and prospective business decision makers outside your brand.