Research

A brand’s external success depends on internal alignment. We engage leadership teams, employees and key partners to uncover internal perceptions, expectations and potential disconnects between brand vision and execution. By identifying strengths and gaps in internal alignment, we ensure that employees become brand advocates and that strategic decisions reflect the company’s core values, mission and long-term goals.

Awareness, attitudes and usage (AAU) studies provide a measurable framework to track brand health over time. We establish key benchmarks that help gauge where your brand stands in terms of recognition, relevance and category leadership. Through statistically significant surveys, we assess how target audiences perceive your brand, what factors influence their decisions and how your positioning compares to competitors. These insights allow us to refine strategies, adjust messaging and ensure your brand remains top-of-mind and top-of-market. Other quantitative studies commonly conducted are market segmentation research and attribute association studies that allow us to create perceptual maps.

Numbers tell part of the story, but deep understanding comes from conversation. Through one-on-one buyer interviews and focus groups, we uncover the emotions, beliefs and psychological factors driving purchasing behavior. We dig into what truly motivates your audience — whether it’s trust, innovation, social proof or value — and use these insights to inform branding, messaging and customer experience strategies. These qualitative insights help brands forge stronger emotional connections and create marketing that resonates on a human level.

Great creative isn’t just beautiful — it’s effective. We test brand concepts and copy before they go to market, gathering audience feedback on visual identity, messaging and overall appeal. By understanding how customers emotionally and intellectually engage with different creative directions, we help brands refine campaigns to ensure maximum impact. Whether for digital, print or experiential marketing, our insights help brands launch with confidence, knowing their creative will inspire action.

Beyond brand strategy, our research capabilities provide deep market insights to drive innovation, optimize customer experience and manage reputation. We conduct new-product development research, prototype testing and market-gap analyses to uncover opportunities, alongside community sentiment analysis, price sensitivity research and trend spotting to anticipate shifts in consumer behavior. Our methodologies — whether qualitative, quantitative or ethnographic — also support test-market studies, customer satisfaction tracking and crisis and reputation management to help businesses navigate challenges and maximize growth. To inform website design in order to optimize user and customer experience, we can design quantitative and/or qualitative approaches that yield powerful insights to guide teams in integrated marcom planning and website development and design.