Fabric

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).
Consumer Insight Videos | Marketing Research Insights
Bring inspiration to your creative brief with video-based insights to energize and focus your creative teams. Know your brand with Consumer Insight Videos
Identify core equities of current advertising - Fabric
Understand consumer perceptions of the core advertising equities of your brand: platform, key messages, relevance/differentiation, and characteristics including music, visuals, featured characters, tone/personality and more.
Get visceral and unvarnished reactions to messaging
Test the relevance and resonance of your company’s messaging: advertising, website, packaging and more.
Help determine how - or if - to extend an existing ad campaign - Fabric
Understand the core advertising equities, assets and characteristics of a current ad campaign in order to learn how best to evolve it.
Subscribe to our newsletter
Get notified about the updates, latest news and studies.

Thanks for your interest!

Discover the speed and power of Fabric’s AI and easy to use platform below, featuring a real study conducted by 3 PhDs at MSFT in 2021!