What is brand research?
Brand research measures how consumers perceive, experience, and value a brand. It assesses brand awareness, brand associations, brand preference, and market position. Validators is a specialized brand research agency in Amsterdam that uses methods such as brand tracking, PAT (unconscious preferences), and StoryFlow AI.
What exactly does brand research measure?
Brand research measures four key components: (1) Brand awareness: unprompted (top of mind) and prompted; (2) Brand associations: which characteristics, values, and emotions are associated with the brand; (3) Brand preference: how the brand scores compared to competitors in terms of consideration and purchase; (4) Brand equity: the total commercial value of the brand as perceived by consumers.
When should you conduct brand research?
Brand research is valuable for: positioning questions ("Where do we stand in the market?"), following major campaigns ("Has our advertising changed brand perception?"), when facing competitive pressure ("How do we measure up against new entrants?"), and when making strategic decisions such as rebranding or international expansion. Validators also recommends periodic brand tracking for brands that want to systematically drive brand growth.
What methods does Validators use for brand research?
Validators uses various validated methods depending on the question: PAT™ for unconscious brand associations and preferences, StoryFlow™ AI for in-depth consumer insights at scale, Share of Content™ for competitive brand positioning within content, and ValueFlow™ for brand valuation. All methods are ISO 20252 certified.
Frequently Asked Questions
What is the difference between brand research and market research?
Brand research focuses specifically on consumers' perception and valuation of a brand. Market research is broader in scope and also covers market size, competition, consumer behavior, and trends.
How often should you conduct brand research?
For active brands, we recommend conducting brand tracking at least once a year; ideally, every quarter for brands with large campaign budgets.
How much does brand research cost?
Depending on the method and scope: a targeted PAT measurement differs in scope from a comprehensive fire tracking program. Please contact us for a customized quote.
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- What is brand tracking?
- How much does market research cost?
- What are the four methods of market research?