Gain insight into consumer brand perceptions to inform brand (re)positioning and increase brand valuation efforts.
How the process works
- Identify market segments and relevant brand values to involve in the study
- Work with our Research Managers to develop a research protocol to explore brand perceptions and relevant values across segments
- Recruit participant segments (e.g. Loyalists, Occasionals, Lapsed)
- Use mindswarms remote video capture to engage participants with brand visuals and concrete branded interactions that inspire in-depth and thoughtful responses
- Optional: Synthesize findings into Brand Perceptions report
- Optional: Edit a 90-120 second highlight reel of relevant clips
Methods used
- Brand perceptions and values mapping by segment
- Diary studies to capture participant encounters with brands and relevant values Value card sorting
- Gather reflections and perception of the brand through asynchronous interviews
- Brand gap mapping to perception and values map
Timing and cost
- Brand Perceptions studies can take from 3-5 days or more to complete, depending on study complexity
- Typical projects involve 20-30 participants
- Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
- Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
- Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)
Deliverable
Deliverable Example: 25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).
All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences. Accompanying report starting at $15,000
Examples
A leading home furnishings brand was looking to understand perceptions of its core brand values. One of the primary exercises we had Loyalists do was to write a love letter to the brand, and read it on camera. By having consumers write down their thoughts and read them, their deep-seated perceptions of the brand surfaced clearly, ultimately leading to an updated positioning strategy and ad campaign that helped them drive record sales and brand awareness