Brand insights: Exercise to discover what people really think of your brand

How do customers see your brand? In their eyes, what sets you apart from your competitors? What do they see as your strengths – and weaknesses?

These are vital questions for any organisation. Understanding how you’re perceived by customers (whether they’re an existing or a potential market) will help you develop the right strategies to enhance those perceptions in the market.

Understanding the strengths of your brand, how defensible and differentiated they are can help you identify what sets your brand apart, where you sit in the market and where, therefore, you may have room to extend. At Further, we can help you unlock these insights.

We’ve created a library of online qual research activity templates. These include our Brand Insights and Brand Perceptions activity template, designed to uncover:

• Perceptions of your brand and your competitor’s brands
• What your customers (actual and potential) know, think, feel, imagine and do
• The profile and lifestyles of the people in your sample group

Here’s how it works.

The template is designed for use with our online qual research platform, Together™ and packed with tasks and activities that can be adapted to any organisation or brand. These activities are structured so that they build on one another: methodically revealing rich insights into the participants.

We set out the rationale for each activity, provide tips and suggest specific platform settings.

Here’s an example. Called Message to the CEO, it’s a wrap-up exercise carried out at the end of the research period. It encourages your sample group to sum up their key responses to your brand. The result? You get a clear customer-eye-view of your organisation’s strengths and weaknesses.

How to download your activity templates

Follow this link to take you to the resources area of our website and off you go.

If you are already using Together, you'll also find the templates in your Client Area. Ask your Customer Success Manager for more details.