Brand health study
In the course of the company's activity, a drop in demand for goods and services sold is possible. In this case, you need a comprehensive analysis that allows you to see your own company from the outside, objectively assess its potential and deal with the existing shortcomings.
For this, Brand Health research is carried out. It includes a whole range of research tasks, the solution of which is aimed at identifying the strengths and weaknesses of the brand, as well as market positions relative to the main competitors, considered in the categories of their perception by consumers.
The work of any company implies a whole range of activities: work with the marketing department, sales, personnel and product quality. Often problems arise in this chain, which ultimately affects the decrease in demand. A comprehensive look from the outside allows you to see all the shortcomings, as well as consumer brand relationship. Is his attitude towards the brand changing? Is he ready to shop? These and other questions are answered by brand health assessment.
What information does brand health research provide?
At its core, brand health is a visual demonstration of the true customer attitudes towards the company, who choose products based on their individual preferences. This study provides very important information:
- brand recognition (spontaneous, with or without prompts);
- perception of the company in comparison with competitors;
- brand uniqueness, as well as common points with competitors;
- NPS Index score;
- revealing consumption characteristics (motivations and barriers to purchase the products of the investigated brand);
- brand personality map (emotional and rational characteristics).
What does the brand health pyramid include?
The most basic method of pyramid construction includes knowledge (awareness of the brand itself), the experience of the first and second purchases (whether they are buying a regular or not), willingness to recommend the products to others, as well as general loyalty to the brand .
Brown pyramid is often used for complex analysis, which includes:
- brand knowledge;
- relevance - matching brands to customer needs;
- functionality - the ability to meet these needs;
- competitive advantages of the brand;
- сustomer loyalty to the brand.
It is assumed, that the movement of the consumer on all of these levels takes place sequentially. This allows you to calculate the conversion rates of consumers when they go to the next level.
How often should the research be done?
Brand competition is an ongoing process. At the same time, the company, which takes into account the target audience, has better profit performance.
This requires constant analysis of brand health indicators, which allows you to monitor the situation, develop further promotion strategies, as well as assess the need for repositioning and rebranding.
14-year collaborative effort
more than 80% of further contacts
50% of clients are our regular clients
selection methodology under the client's budget
We worked with ResearchView on different studies, mostly on medical representatives' audits for pharmaceutical companies. ResearchView’s high quality of service, smooth conduction on project and reliable and on time delivery of results, guaranteed a successful cooperation. STEM healthcare with full confidence recommends ResearchView as a professional and reliable business partner.
Nissan would like to thank ResearchView team for the recent qualitative projects we conducted together. We appreciate the quality of moderation and recruitment and flexibility to our requests. We are happy to recommend ResearchView to other clients.
On behalf of Givaudan Russia, we would like to extend our utmost appreciation to ResearchView. High personal responsibility on professional level, accuracy and thoroughness in performance, prompt solutions of problems demonstrated by each of the departments make our collaboration effective and successful.
We have been cooperating with Researchview since the beginning of 2018. They implemented a major and important project for us. Agency team carries out projects as quickly as possible, works fast at all project stages, while maintaining high quality of works and results. We recommend ResearchView as a reliable and highly professional partner in the field of market research.
We recommend ResearchView as a reliable partner that conducts the business in a timely and efficient manner, even if any changes are being made in the research process. The study conducted by ResearchView contributed to a better understanding of our consumers and increased advertising communication effectiveness.
We would like to thank ResearchView team for implementation of a project for Mir payment system target audience research. During the study ResearchView representatives demonstrated their creative approach, complete professionalism and accurate understanding of client needs and objectives.
ResearchView is a reliable partner which conducts research that meets all quality requirements. They perform their duties with high professionalism within a certain timeline. We hope to continue our mutually beneficial and fruitful cooperation in the future.