Brand Assessor & Consumer Research
What it is:
It is a proprietary way of assessing a brand's current value and image with consumers; a rigorous and objective but deep and qualitative assessment based on direct, first hand consumer data that builds on but goes beyond mere "collective wisdom and opinion".
What its for:
We need it because often existing research will have been done without these specific questions in mind; because often exclusively quantitative methodologies will have been used throwing up just "nice-to-know" but unhelpful sort of data; because often there will be several schools of thought; and finally because often we tend to either grossly overestimate or underestimate the brand's value.
The findings of the BrandAssessor Research should be summarised into a single-page output format called Current Brand Situation. Ideally this should in fact be taken one step further to see if we can capture all this data in the form of vivid, visual snapshot that encapsulates the brand's status quo.
How to do it
This is divided into two sections
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Research Guidelines (2) The following checklists to help brief in detailed briefing.