This type of research lets you know where you are and should be the spark for fresh energy among brand teams
Brands which thrive do so by constantly re-examining their environment – people, politics, technology etc. They adapt themselves to stay relevant and leverage the societal changes they detect.
Exploratory research is especially useful here. A behavioural audit or market study can spark ideas and identify opportunities not considered before, re-energising brands and brand teams.
The process is always interesting and creative, and a great way to bring brand teams together. At its best, exploratory research produces clear answers to some of the most difficult questions of all.
Common questions we answer on behalf of our clients include:
- What is the decision-making process?
- Why do people say they like my brand but not buy it?
- What is the behavioural challenge?
- What are the triggers and barriers to that behaviour?
- Which disruptions/disruptors are heading our way?
- Where are the gaps in my market?
- How should we tweak our brand values to reflect a cultural shift?
The research approach used should be flexible enough to adapt to the particular market and question area but might include a combination of:
- Ethnographic depths
- Diary studies
- Co-creation workshops
- Group discussions
- Depth interviews
- Brand journey mapping
- U&A studies
- In-the-moment research
- Factor and Cluster analysis