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Research & Insights

Uncovering Brand Truths Through Metrics, Research, and Insights
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Overview:

What Are Brand Metrics?

An integral part of the brand strategy process, metrics help businesses understand how their brand is performing against customer expectations and competing brands. Strategically leveraging metrics enables your business to differentiate itself from the competition and effectively monitor brand health company-wide.

The Components of Effective Market Research & Insights

In service of our brand strategy work, FullSurge employs multiple forms of qualitative and quantitative market research. Depending on the issue set we’re addressing, we use market research to achieve different objectives. For example, our research may be exploratory in nature, such as fielding a segmentation study to better understand how customers “cluster” in terms of needs, attitudes, or behaviors. Conversely, we may use market research for validation purposes—for example, to determine which of several positioning strategies is ideal.

Regardless of the desired objective and the methodology selected, FullSurge has the ability to design, execute, analyze and interpret market research studies. Importantly, they are always in service of informing our brand strategy recommendations.

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Our Process

Questions
Addressed


  • How do customers segment in terms of attitudes, needs and behaviors?
  • Which of several potential value propositions represents the optimal strategic direction?
  • Where do customers see potential white space (unmet needs) within the marketplace?

Typical
Challenges


  • The target market is highly niche, elusive and/or difficult to reach/recruit
  • Multiple methodologies could potentially work, and it’s difficult to know which one is best
  • Qualitative and quantitative research results lead to different (conflicting) solutions

Ensuring
Success


  • It is important to understand “burden of proof” before selecting a research methodology
  • Market research should always serve as an “aid to judgment”—not the final answer
  • Quality and integrity in process and approach need to be maintained through entire process
Get to Know More
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Brand Metrics to Measure Brand Performance

Leverage Key Insights for Optimal Results

Research & Insights Case Studies

Deciphering the Role of “The Trusted Advisor”

Deciphering the Role of “The Trusted Advisor”

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New vs. Existing Brand: Identifying the Ideal Solution

New vs. Existing Brand: Identifying the Ideal Solution

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Positioning a Brand through Attitudinal Segmentation

Positioning a Brand through Attitudinal Segmentation

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Formulating the Brand Strategy for a Product Launch

Formulating the Brand Strategy for a Product Launch

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Brand story: Defining a Common Thread to Unify

Brand story: Defining a Common Thread to Unify

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Crafting a Brand Architecture for a Non-profit

Crafting a Brand Architecture for a Non-profit

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Discovering the Upside of Intelligent Risk-taking

Discovering the Upside of Intelligent Risk-taking

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Uncovering Unmet Needs to Enhance Brand Experience

Uncovering Unmet Needs to Enhance Brand Experience

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Assessing and Leveraging the Impact of Co-branding

Assessing and Leveraging the Impact of Co-branding

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Building a Brand Architecture from the Outside-in

Building a Brand Architecture from the Outside-in

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Positioning a Premium Brand in a Commodity Category

Positioning a Premium Brand in a Commodity Category

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Adding Clicks and Order to Bricks and Mortar

Adding Clicks and Order to Bricks and Mortar

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Recasting a Naming Convention from a Customer POV

Recasting a Naming Convention from a Customer POV

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Repositioning and Marketing an Investment Banking Firm

Repositioning and Marketing an Investment Banking Firm

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Bundling and Pricing Services to Drive Business Growth

Bundling and Pricing Services to Drive Business Growth

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Extending an Established Brand to Drive Growth

Extending an Established Brand to Drive Growth

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Let’s get in touch!