Brand research
Take your brand into the future with brand research
A well-established brand with high awareness and strong communication is more resilient to crises and challenges and makes future sales easier. But how do you build your brand in the best way? What challenges are you facing?
With greater awareness, a positive attitude and preference for the brand, the path to a customer actually buying the product or service becomes much shorter. That is why it is important to keep working on your brand, even though it takes time. By gaining clarity on how your brand is perceived, you can increase your success through more targeted communication and develop in the direction you want.
At Novus, we are experts at tailoring brand research and choosing relevant key metrics that give you the answers you are looking for. When we work on brand research, we start from where you as a client are right now. Together, we leave no stone unturned to understand your history and circumstances, and we design an approach that moves your brand forward. We provide data analysis and compile insights that help you take the next step in your company’s journey into the future.
Don’t spend money on the wrong things. Make sure you invest in the right insights, the ones that give relevant answers for your company’s future.
Get in touch and we will shape your future together.
Different types of brand research
Brand awareness / Positioning
To succeed in your brand work, you need to know how your brand is positioned relative to your competitors. Our core brand survey maps your brand’s awareness and awareness potential, and shows the position your brand holds relative to your competitors. This gives you an overall picture, the first step towards building and strengthening your brand.
Competitor mapping
A competitor mapping gives you insight into your competitors’ strengths and weaknesses, and into how they may affect your own brand. By understanding your competitors in depth, you can strengthen your own brand and grow your business.
Brand strategy / Driver analysis
To work effectively with your brand, you need to know what drives your customers. Emotions often outweigh the rational, which is why understanding the emotional drivers is a must. Finding the right emotions can make a brand irresistible. The rational drivers matter too, as the two work together.
A driver and priority analysis can help you identify which emotions, attributes or needs to work with to strengthen your brand. We map what drives your customers and which parameters have the greatest leverage on your brand. Our analysis gives you a “toolbox” that lays the foundation for your brand strategy and strengthens your brand effectively.
360-degree brand analysis
A company’s communication always takes place on the recipient’s terms. To succeed with your communication, it is therefore extremely important to know how all target groups view the brand, for example customers, potential customers, employees, opinion leaders, journalists and shareholders. This knowledge is the basis for your entire brand strategy and brand work. Let us help you map your brand in a 360-degree study where nothing is left to chance.
Market potential
How big is your market share? What potential do you have in the market? How much can you grow? Most companies want to increase their market share, but that is a tough challenge in a market that is constantly changing. We help you map your market potential.
Tracking
We build the tracking around your challenges and needs. Today, tracking can be almost anything, for example an annual follow-up survey or a rolling measurement with interviews every week. Tracking is usually carried out to support brand work and to follow up on communication. It creates an understanding of how communication affects the brand. What matters is that we ask the same questions every time and can follow developments over time. Tracking can also identify external factors that affect the brand.
Segmentation
Good segmentation gives you the tools to make your communication, and therefore your business, more effective. Today’s consumers have different needs that must be met, with a unique experience for every existing and potential customer. To achieve this, you need to know what needs your target group has and what influences both behaviour and purchasing decisions, as well as how best to communicate with your customers/segments. As part of the segmentation, we also map the drivers for each segment (read more under Driver analysis).
We tailor the segmentation to your company’s challenges, but a segmentation often includes:
- Needs
- Behaviours, such as usage or frequency
- Attitudes and values
- Lifestyle
- A number of attributes that “dress” the segments
Profiling
If you don’t need an in-depth segmentation, we can help you with profiling instead. Profiling gives you a profile of your customers based on your own definition, for example frequent buyers, occasional buyers or similar.
Impact measurement (pre- and post-measurement)
Companies communicate to create impact. Impact can mean increased sales, a larger market share, a stronger brand or greater knowledge. Swedish companies invest millions of kronor in their communication, sometimes without any idea of whether the money is well invested. We believe it is essential to follow up on your investments, which also means being in a constant process of development. We help our clients analyse and evaluate their communication efforts. By communication efforts, we mean advertising, PR, social media, influencer collaborations, sponsorship and events, earned media or websites, among other things.
For an effect to occur, the target group must have seen the campaign. But to reach your goal, the campaign must be relevant and the message must get through. Simply being “liked” is not enough to create impact. The purpose of impact measurement is to establish a shift of some kind. To demonstrate impact, you need a baseline value before the campaign and a new value after it. Impact measurement therefore requires both a pre-measurement and a post-measurement.
Communication development, including pre- and post-testing
Every year, Swedish companies spend hundreds of millions of kronor on campaigns. These are large investments that should be evaluated. By pre-testing your campaign, you safeguard your investment. You learn how your campaign will be received before it goes live, which means you can make adjustments if something in the campaign confuses the target group. A pre-test gives you a simple answer to whether the campaign communicates its message clearly to your target group.
Have you already run your campaign? Then we can help you find out how it worked with the target group. How widely was the campaign seen, how did the target group receive the message, what were the reactions, did the campaign prompt action, and what can we learn for the next campaign?
We can also help you test your new communication concept.
We help you develop your communication.
Communication strategy
Do you need help building your communication strategy? Contact us and we will help you.
PR surveys
Reaching out and gaining what is known as “earned media” requires a clear strategy and relevant content. This is where we are the right partner. Editorial teams at Sweden’s media companies know that Novus is a credible, high-quality source of information. We have the experience and expertise needed to produce relevant, interesting and new material with news value to earn attention, whether your target group is the general public or a specific, narrower group.
User testing and readership evaluations
Do you want to develop your magazine, website, newsletter or similar? To meet your readers/users, you need to understand how they perceive the channel/platform and take in the content. To keep developing your platform, you need a good tool. If you want to go deeper, we can help you with an in-depth editorial study.
