Qualitative research enables you to understand your customer base in detail, to explore the feelings and beliefs that lie behind their decisions and behaviour, and to identify the factors that are most likely to differentiate the different customer groups that you would like to target.
Regardless of how much time you spend developing a brand strategy and planning your brand identity down to the last detail, all that matters, in the end, is consumer perceptions. In this article we explore different types of brand research, as well as the multiple methods you can choose to accomplish your brand research objectives.
Designed for use with our online qual research platform Together™, our activity templates include a range of activities, from warm-ups and ice-breakers, to deep cultural immersion projects and concept testing.
To deeply understand diverse and multi-cultural audiences requires deep expertise and an enabling approach. This guide contains the principles and approaches Further’s award-winning research team use to gather and activate insight and evidence for greater inclusion and equality.
Listen to David Kitching of Bassline Strategy as he talks about how using our online qual platform, Together™ he helped a large NGO develop and test a system of communication that allowed them to re-orient their communications strategy and move away from relying on guilt to one that helps supporters really relate with the groups being shown...and the ambition they have to succeed!
What Further...allowed me to do in this particular case was to operate as both a comms professional and a research professional...to properly test their narrative so it wasn't based on putting a finger in the wind or on easy assumptions...The Further platform allowed me to meet all those needs."
David Kitchin, Managing Director, Bassline
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Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.
Going Further with Global Studies Listen to Colin MacArthur of Kantar as he talks about working with Further on a large, multi-market project for a major automotive client. With so many markets ...
Published 28 Feb 2022 1 minute read
Published 28 Feb 2022 4
Listen to Chris Blythe of The Brand Nursery as he talks about a truly fascinating piece of work he conducted with us using our Together™ platform that included everything from product testing, ...
Published 23 Feb 2022 1 minute read
Published 23 Feb 2022 4
We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch
We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer
We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline