Research & Insights

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.