Research Guidelines (1)

BrandAssessor Research can only be done by an experienced qualitative researcher. The better the researcher, the greater the value will be.

Research Briefing Format

Objectives of the Research

The most important point to lay out is what this research is to be used for, what decisions will be taken as a result, what initial working hypothesis are to be validated/devalidated

The overall objective is to set down the answers to the questions in the Summary of the Brand's Current Situation.

There are four broad areas of investigation

• Consumers' relationship with the category
• Brand Positioning
• Brand Personality
• Brand Expression

Included in the objectives should be any specific problems, issues, areas to probe and what has been learned from other research that would be helpful.