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Evaluation of brand health
and assessment of communication effectiveness Study of drivers and barriers to purchase Brand image analysis

Evaluation of brand health and assessment of communication effectiveness

After receiving the research results, you understand what you need to work with to increase the market share. Increase the level of knowledge? Are there barriers to a trial purchase (and do you know which obstacles must be overcome)? Or maybe repeat purchases do not happen often enough, and there are problems with the product itself?

You understand your situation and your competitors’ strengths and weaknesses.

Study of drivers and barriers to purchase

Study of purchase drivers and barriers The main questions answered by the survey are: “Why do consumers buy one brand and not another?”

Brand image analysis

Everything has an image! Any product, brand, person, or country has its appearance, regardless of whether specialists form it or this perception is born independently. But everything has its image. We can let this process go by itself or take everything into our own hands, constantly analyzing the image being formed, working to strengthen some associations and minimize others.

Segmentation

Most companies segment their audience according to essential criteria – socio-demographic profile (and it is good if this profile is more expansive than just gender, age, and region of residence and includes at least personal interests), frequency and buying habits, etc. Then, of course, it has the right to life. But there is a MOTIVE, an emotional and rational NEED behind every choice, every purchase decision, every woman 18-24 or man 36-45. So we reveal hidden motives and needs. We segment them. We provide detailed “instructions” for working with each segment.

Portrait of the TA

As a result of this research, you get a clear portrait of your CA that you can easily imagine and understand. Be efficient!

The study of buying behavior and habits is the basic information for a successful “battle” for the buyer. This study explains the main thing: what the consumer wants to buy, where, how, how much, and why.
By understanding how the purchase decision is made in the consumer’s mind and what can influence this process, the brand team can influence the behavior and the conclusion.
The main research question: “How do consumers respond to various marketing stimulus?”

Price studies

Determine the range of optimal prices for the product at which it will have the most significant demand.

Determine the upper (too expensive) and lower (too cheap) limits, after which the consumer loses interest in the purchase.

Testing design and/or communication allows for evaluating which concept is perceived as more expensive (for which concept consumers are ready to pay more).

TESTING THE COMMUNICATION IDEA TESTING THE ADVERTISING VIDEO

The goal of the research: timely identification of shortcomings and their correction before the full-scale launch of the advertising campaign.

PACKAGING DESIGN TESTING

The purpose of the research: timely detection of shortcomings and their correction before launching for sale.

Game studies

The result of the research is a detailed report with practical recommendations for improving the game’s concept and elements.

Product testing

The purpose of the research: timely detection of shortcomings and their correction before launching for sale.

Analysis of the image of the employer brand

Today, in most areas, there is a problem with attracting and retaining qualified, experienced, proactive employees. Under the conditions of the financial crisis, the uncertainty of the development of the external environment and the level of its influence on the commercial activity of enterprises, non-price methods of personnel management come to the fore, among which HR branding is the most famous.

Analysis of supply and demand in the labor market

This study analyzes posted vacancies and resumes on the most popular job search services: Work.ua, Rabota.ua, and GRC.ua (Head Hunter).

Studying the emotional state of employees allows you to assess:

Study of the emotional state of employees

How do the employees of different departments feel?
How do they perceive their managers?
How do they perceive their colleagues?
What advantages and disadvantages of the job do they see? What satisfies them and what does not? What are they missing?
What inspires your employees? What motivates them?

The results of this study allow us to understand which aspects need to be improved for more effective work.

Qualitative market research

Qualitative market research is the art and science of collecting and analyzing non-numerical data to understand concepts, opinions, or experiences.