Brand Perception Research

When it comes to making informed strategic decisions, you need to know more than brand awareness and recall research conclusions. It’s great to know that clients and prospects recognize your brand. But what does it mean to them? What do they believe about your brand’s qualities and how it compares to the competition? What qualities do they associate with your brand identity? A NewtonX brand perception study finds out what your clients think and what they’re saying about your brand.

Brand perception research measures different elements of your relationships with your clients. Once you’ve established an initial brand perception baseline of where you are now, you can plan to change any perceptions that don’t serve you and reinforce those that are positive. If clients believe in your brand, see that you consistently deliver on your brand promise, and connect with values that matter to them, you build long term trust. This secures the loyalty of existing clients and paves the way for new clients to hear those positive recommendations. Ongoing brand perception research is important to monitor this constantly changing dynamic, quickly tackle any negative opinions, and build strong client relationships. 

To get a comprehensive view of brand perception, You need a combination of quantitative and qualitative research methodologies. NewtonX brand perception research includes fielding large-scale quantitative surveys, qualitative interviews with exactly the right people, social media monitoring and online sentiment analysis.

You can run a brand perception study as a one-off to get a snapshot of how people feel about your brand at that moment. But you get more from these enriched insights if you build a brand perception study that tracks opinions over time. This can be set to run at regular waves throughout the year, like quarterly or annually. But you can also plan a brand perception study as part of your evaluation of a key event, like a new product launch or intensive advertising campaign. 

The key to effectively turning brand perception research insights into action is to have an open mind from the start of the process. It’s important that your whole organization is on board with the research objectives and is ready to make necessary changes in line with your findings. 

The type of action you take depends entirely on the results of your findings and where these insights sit within your overall business strategy. It might be confronting, if other people’s perceptions of your brand don’t align with your own internal self-beliefs. But understanding how other people see you is a very powerful tool. After all, these aren’t facts, but perceptions that can be changed. 

You can use this information to make stronger connections with your target audiences, create marketing campaigns with huge impact and develop the agility to move with changes in brand perception. Whatever actions you decide to take, brand perception research insights power your ability to create a brand that resonates with your customers.