Knowledge to succeed

We apply our principle of ‘identity first’ to our Research Unit too. We believe that brand identity is the most important instrument for successful brand management. Brand identity is at the heart of our activities.

And so our Research Unit not only carries out market research, it also stands for much more: holistic brand research.

As the name suggests, market research only looks at a small segment of the brand, namely the market.

Of course the market and market research are important, which is why we also provide analyses of competitors and target groups. But brands are about so much more – it is not only important to research the market, but also to examine other areas that have a decisive influence on how the brand is built. Above all it is the analysis of the company that counts, with its culture, attitude and performance. So the first step is always the analysis of the company’s own offering, because that is the foundation on which the brand stands. The next step is then to analyse the market, along with the competition and potential customers.

Our qualitative approach includes classic group discussions and in-depth interviews in test studios, as well as expert interviews. Sampling is deliberately restricted; testers are not chosen at random, but rather according to a deliberate methodology.

It is more of an open and dynamic process. The process engages with the participants, who are encouraged to contribute their own criteria. As a result, a theory is developed, which is then verified with the help of our quantitative brand research.

Corporate Brand Identity Workshop (bt° COBI)

bt° COBI is a type of group discussion that enables us to draw a portrait of the brand house at the company level. It focuses on the brand’s own performance and the drivers of the company’s entrepreneurial activities. In this phase we also begin to develop a hypothetical future identity for the brand.

Customer Brand Identity Workshop (bt° CUBI)

bt° CUBI represents an exploratory approach to brand analysis. We talk about the brand with selected representatives of the target group, with the objective of identifying the character of the brand in all its facets and describing some of the ways it achieves its impact.

Our quantitative approach consists of classical questioning, using a variety of methods. Sample sizes are large and generally representative of different populations. The subjects are therefore chosen at random.

The questioning process is standardised. Responses are analysed using standard statistical methods of univariate, bivariate and multivariate analysis.

Brand Pulse (bt° PULSE)

bt° PULSE is our core quantitative instrument for measuring brand identity from the consumer perspective. We describe the brand personality, the brand utility and justifications for this utility from the perspective of people who know or use the brand. One special feature here is the measurement of the Brand Picture (bt° PIC). The results of bt° PULSE follow the brand house analogy and depict the brand house from a consumer perspective. They form the core base for driver analyses and prescriptions for the target brand identity.

Brand Copy Test (bt° PRE COPY TEST)

bt° PRE COPY is our test method for evaluating advertising tools and communication elements. Before they are published, we test print adverts, radio and TV spots and posters for credibility, appeal and – above all – for their fit with the target brand house. If there are several drafts, we use bt° PRE COPY to determine which of them is the most promising. In methodological terms, bt° PRE COPY can be based on either a classic questionnaire or on technical market research (EYE TRACKING). Of course advertising can also be tested after publication. In this case, we call our test bt° POST COPY TEST.

Brand Packaging Test (bt° PACK TEST)

bt° PACT TEST is our test method for evaluating packaging. As with bt° PRE COPY, we analyse packaging in advance for usability and brand fit. If there are several packaging drafts, we use bt° PACK to determine which of them is the most promising. In methodological terms, bt° PACK TEST can be based on either a classic questionnaire or on technical market research (EYE TRACKING or rapid presentations using tachistoscopes).

Brand Satisfaction (bt° SAT TEST)

Customer satisfaction is an important pillar of market-based company management. It is responsible for the willingness to recommend a product to others, to make repeat purchases and to engage in cross-buying, and ideally it means that customers are willing to pay a higher price for the product. bt° SAT TEST is our instrument for measuring customer satisfaction. We measure the extent to which expectations are met using the C/D paradigm and identify drivers of satisfaction.