What We Do
“Research data and analytics can animate and inspire, prove business cases, solve problems, and uncover opportunity.
We use design thinking principles to ensure our research is asking questions that matter and delivering insights that will truly make a difference.
Empathy along with jobs theory, drive our understanding of consumer needs and behaviors. Our human-centered, iterative approach to uncovering consumer’s thoughts, feelings and experiences allows us to build more accurate and mobile forward survey instruments with resonance.
Brand IQ’s analysts go beyond simply describing the data, they explore the hidden relationships and patterns within data sets and interpret the results.
Our approach allows us to paint multiple portraits of a landscape or a segment that are the most true to life and the most actionable.
No one else has the depth of experience in consumer lifestyle categories like food, cars, fashion, music and entertainment industries. We are thought leaders in brand tracking, segmentation, driver analysis, choice models, landscape studies, and more.”
- Brand Health, Brand Tracking
- A&U, Online and Mobile Surveys
- Price Elasticity
- Product Evaluation
- Product and service Optimization
- Communication Testing
“our goal is to go beyond describing data by elevating traditional methodologies; We explore the hidden relationships, patterns, and narratives within datasets and interpret results. We are thought leaders in brand tracking and segmentation.”
Qualitative research is essential if you want to fully understand your customer. It is the major way to develop “customer intelligence.” Human behavior is nuanced and complex, and no matter how robust it is, data can provide only part of the story. Desire and motivation are influenced by psychological, social, and cultural factors that require context and conversation in order to decode. You can even learn the actual language customers use, and their patterns of processing information. , are missing in statistical research because surveys only capture confined responses to questions designed by researchers who are usually far removed from a diverse consumer base.
BrandIQ is a firm that takes pride in being one of the most innovative market research companies, utilizing an arsenal of creative qualitative research methods to understand the emotional layers of consumer behavior that can’t be captured solely with quantitative methods. Understanding emotions and consumer behavior helps our clients make big decisions on how to position their brand and products, and how to effectively communicate them to the world.
We do qualitative research with a fresh approach to the classics, which thrives at the intersection of art and science, collecting tangible actionable data through powerful and engaging stories. Our team specializes in understanding cultural context, trends, and the industry landscape, which enables us to translate qualitative data into game-changing insights.
We root our research in established theories and methodologies to ensure our clients are getting robust insight that they can trust. One of the techniques we utilize in our arsenal, is an emotional laddering technique, which uncovers customer hopes, dreams, needs and emotions. We also utilize methods that unlock the social and emotional jobs consumers need done in their lives. A “Job” is shorthand for what an individual really seeks to accomplish in a given circumstance.
When we purchase a product or service, we essentially “hire” it to help us do a job. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. BrandIQ uncovers those emotional jobs consumers expect from a product and brand. These jobs compliment the functional benefits, and makes for a stronger understanding of what your products and/or brand can offer.
We help transform your understanding of customer choice, in a way that no amount of data ever could, because it gets at the causal driver behind a purchase.
Part of our end-goal with our clients is to help them realize what differentiates them from the rest of the crowd and how to capitalize on that. This can only happen when we soar beyond a functional understanding of your brand and get to the heart of what is going to make consumers fall in love with your brand.
Some of our specialties include, but are not limited to:
- Focus groups
- Consumer Journey
- Online focus groups
- Consumer Immersion
- Category Immersion
- Value Proposition Workshops
"Focus, Focus, Focus, Focus ------on the CUSTOMER.
Putting the customer first, is the only way to create lasting value for shareholders” Amazon CFO, Tom Szkutak
At BrandIQ, our framework gets business leaders to collaboratively weigh in, internalize, and align around three simple things:
What the brand is, how it is different and why people want it.
We help model the relationship between your company and its customers. We help move the framework of thinking from improving the position of your brand."
- Trends Analysis
- Opportunity Assessment
- Value proposition Creation
- Brand/Product Strategy
- Communication Strategy
- Brand Architecture
- Brand Alignment
- Brand Refresh
“Our unique process offers a structured framework for understanding and pursuing innovation in ways that contribute to organic growth and add real value to consumers’ lives.
Change is difficult, and transformational change can stop a brand where it stands. BrandIQ makes innovation easier by delivering the process and customized pathway to relevancy. Each unique, step-by-step plan gives your team the clarity, courage, and confidence to take action.
Our focus begins with you. We are experts at uncovering insights that lead to creating new consumer experiences and remarkable new products.
We enable our clients to drive change from within. Findings make sense, innovation is relatable, stakeholders buy in and the future becomes clear.”
- New product development
- Rapid Innovation
- Convening – somewhere else
- Rapid Prototyping
- White space Immersion
- Meeting design and Facilitation
- Results Based Facilitation
- Co-Creative Workshops
- Evidence Based Facilitated Events
- Design Thinking Activities and Workshops