Uncover core brand perceptions

Advertising & Marketing

Uncover core brand perceptions

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

Creative and inspiring use cases of Fabric

The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights.

In Home Use Test - Fabric

Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.

Packaging testing - Fabric

Gather visitor reactions to new - or existing - packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).

In Home Use Test - Fabric

Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements.

Watch consumers weigh in via video at critical points on their journeys - Fabric

Have consumers show you their journey through a decision, product use, event or consumption moment.

Create highly unique audience segments - Fabric

Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).