Brand Equity Research: What it is, Methods, and Questions to Ask

Starting a new business can be a lot like starting an exciting adventure. But much like any significant journey, it requires some preparation.

While many may only recall correlation analysis from the days of high school and college statistics classes, market research professionals will recognize this as a staple o...

In marketing, success isn't just about creating memorable campaigns or crafting witty taglines. In reality, the truth is much less sexy. It’s about deeply understanding the audience you’re talking to. <...

You might be familiar with the acronym GIGO. It stands for Garbage In, Garbage Out.

Since ChatGPT burst onto the scene in 2022, Generative AI has promised to transform the way we work. And many companies have taken note. 

As more and more organizations plan to integrate this tec...

It’s been said that around 95% of all new product ideas fail. 

Now- to be fair- the validity of this exact figure remains to be seen. But that doesn't diminish the sentiment; product development ...

Whether you're launching a marketing campaign or releasing a new product, targeting the right market is essential for success. 

In a world overflowing with information, we are all constant consumers of text and copy. 

In the market research industry, online panels are one of the most popular ways to gather data.

No matter the size or stage of your organization, brand awareness is essential. 

Whether you're a retail behemoth or a smaller brand making its first foray into the retail landscape, understanding your target market is crucial for success. <...

What influences customers to buy your products? How can you drive higher rates of customer loyalty? And what will attract new customers? 

Generative AI is experiencing a boom. 

Picture this: shoppers readily reaching into their wallets to pay premium prices for beef and dairy products that fight climate change.

If we've learned anything in the last decade, it's that the market is unpredictable and always subject to change. 

Have you ever wondered how companies determine the price of their products or services? 

Pricing is a crucial factor that often determines the success (or failure) of an offering. But without solid data on what consumers are willing to pay, businesses are left with best guesses and gut feelings....

Agile market research is synonymous with flexibility, collaboration, and iterative learning. 

Building and maintaining a healthy brand is easier said than done. 

In its traditional form, market research takes time. It takes time to build studies. It takes time to collect responses. And it takes time to thoroughly analyze the results. 

If you want the best data from your surveys, you have to know how to write effective questions. 

It can be tempting to try and give your customers every single product, feature, or service they ask for. But no matter how ambitious your brand is, the fact remains; you can’t do it all. 

From differences across platforms, formats, and audiences- creating ads that deliver ROI is no easy feat. 

If you want your business to thrive, you've got to understand the competitive landscape. But if you're on the outside looking in, it might be difficult to tell what's working for your competitors and where t...

We live in a noisy world, constantly bombarded by advertising and branded content. This makes finding a way to cut through the noise and effectively communicate with your target market harder than ever befor...

We've said it before, and we'll say it again: Concept testing is one of the most versatile tools in your insights toolbox.

2022 dealt some turbulent economic circumstances for US consumers. 

Branding is more than just color schemes and logos. 

As any branding expert knows- your logo says a lot about you.

Brand Twitter. Also known as the wild west of social media. A place where brands are known to get a little (or very) rowdy, firing off Tweets that would make any legal department blush.

If you work in the market research and insights space, you've likely come across the terms "significantly different", "confidence level", or "margin of error"  used to describe and compare data sets.&nb...

Coming up with a new business idea is often the start of a great adventure. But much like any significant journey, a little prep work goes a long way.

As both research departments and budgets shrink, it’s becoming increasingly difficult to get the same level of insights with far fewer resources. 

Customer experience (CX) is everything. 

Inflation has hit U.S. consumers hard, forcing many to change their spending habits drastically. This has caused major turbulence for brands in nearly every industry.

Long days, warm nights, and making plans to use up all that PTO you’ve stored. It can only mean one thing; summer is here!

If you've worked in the insights space for long, you’re likely familiar with both conjoint and maxdiff analysis. They are widely used across market research, most often f...

Conjoint analysis is a well-known technique in market research used to better understand how people make decisions. 

Advertising can be a costly-if not risky- business. While great ads can skyrocket a brand to success, bad advertisements can similarly define a company-just, not in the ways they’d like. 

Like so many generations before them, Gen Z is having a moment in the spotlight. And as they share their voice and preferences with the market, brands across nearly every industry are paying top-dollar just ...

If you want the highest quality data from your research, you'll need to give respondents a clear path through your survey.

For over a decade, the Net Promoter Score (NPS) has been one of the most widely used metrics in market research. And for good reason, as it allows companies to more tangibly measure their customer satisfacti...

Content marketing is nothing new, but as many marketers already know- the rules just keep on changing. 

While it’s no secret that entertainment has been trending towards streaming for the last decade, the recent COVID-19 pandemic seems to have solidified these changes. <...

Avoiding transgressors is hardwired into the human brain. Since early groups of people began to form communities, turning away from those who caused harm has been used as an effective form of societal punish...

Have you considered that your customers are more diverse than your messaging, branding, or outreach strategies? 

After a long wait, the 2020 Tokyo Olympics have (finally) arrived! 

As we round the corner on the pandemic and take tangible steps towards normalcy, only one thing is certain: empathy will be key.

Diving into the world of consumer and market research can be a challenge. To help, we’ve put together a glossary of some of the most common terms you will come across. 

Finding the perfect pricing for your product is no easy feat. 

A cookie-less future is coming. And before you panic, no- not that ki...

DIY market research isn’t what it used to be. 

Anytime you feel physically or mentally unwell you seek out the expertise of a trusted practitioner. But what happens when your brand's vitals start to flatline? 

Do our self-identified labels polarize us more than our actual policy opinions? 

It’s a well-known fact that around 95% of all new ideas fail.

Today our lives are more complex than ever before—but our physical lives are being crammed into a digital life oversimplified by algorithms.

We’ve said it before- and we'll most likely say it again: consumers are changing.

We’ve all heard of emotional buying. Most of the time, the phrase refers to consumers who purchase something without rational decision making- instead basing their decision on some affection towards a produc...

"If any of us believes we are not addicted to our devices and digital media ...